Landing Pages in Nonprofit Marketing, 5 Tips for Donor Prospecting

Landing pages are one of the most important elements of donor prospecting, yet most nonprofits don’t use them enough—or at all.

It’s common in nonprofit marketing to focus on the homepage instead. After all, it’s the first room in your virtual nonprofit when visitors “walk through the door.”

Studies show that the average crowd funding website converts about 1.5% of visitors to make a donation.

With such a poor outcome, why do nonprofits rely on the homepage to do the heavy lifting?

Crucial to the success of any donor lead nurture campaign in nonprofit marketing is the landing page. Also referred to as a lead capture page.

Landing pages provide a targeted platform for converting higher percentages of donor prospects into leads.

According to Search Engine Land, across all industries, the average landing page conversion rate is between 5 and 15%. 

Yet priorities for developing landing pages in nonprofit marketing are often overshadowed by plans for the homepage. 

While they are still an important element of your website, the homepage is typically less focused on a particular task because it is designed to serve the masses.

Homepages are great for direct traffic, but when you can control how visitors arrive on your site, a landing page is the best place to send them to.

Wondering what it takes to get a stellar landing page conversion rate?

Follow these five tips for creating landing pages;

  • 1Never use your Homepage as a Landing Page; As I mentioned above, homepages typically have too much messaging which can make visitors feel lost. A dedicated landing page will perform better at converting visitors because they are focused on one task.
  • 2Landing pages must contain the following elements; A headline,  A brief description of what is being offered,  At least one supporting  image or short video,  Supporting proof elements such as testimonials,  A form, on the landing page itself to capture information
  • 3Remove Extra Navigation; a landing page is used for one purpose alone—to encourage visitors to take one specific action. Your goal is to keep visitors there until they perform that action. Leaving navigation might induce them to continue exploring, so remove main site navigation from the page so they don’t leave it.
  • 4 Focus on Value; offering something of value like a white paper, signing up for an event or a newsletter, will enable you to generate more donor leads over time.
  • 5Only Ask for What You Need; when it comes to web forms there is no magic answer to the number of form fields that should be required. Try to stay away from sensitive or confidential information, and stay away from language like “submit” on the form button. Instead, use language for what your prospect is getting like “Download My Whitepaper” or “Join Our Mailing List.”

Always test your landing pages to see what is working and what isn’t.

Effective landing pages will turn your website into a donor prospect generating machine.

Using landing pages in nonprofit marketing is part of a holistic strategy designed to help you attract and retain donors.

To learn more about that strategy, download our eGuide entitled How to use Inbound Marketing to Attract New Donors.

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