How to create a donation page that drives real results

Most donation pages don’t perform as well as they should. And if your page isn’t doing its job, you’re leaving real money, and supporters, on the table.

This guide breaks it down step by step. We’ll show you what works, what doesn’t, and how to create a donation page that not only looks good, but actually helps you raise money long term.

The purpose of a donation page

A donation page is more than just a place to collect money. It’s the moment someone says, “Yes, I believe in what you’re doing.” That moment deserves more than a generic form.

When someone lands on your donation page, they’re already interested. Now your job is to make it easy for them to follow through, and feel good about it. That means your page needs to be clear, simple, and trustworthy. If people have to guess where to click, how much to give, or whether it’s even secure, they’ll walk away.

But when your page is done right, it works like magic. It helps you raise more money in less time, keep track of every gift, and build better relationships with your supporters. It also opens the door to things like recurring donations, donor messages, and automated thank-you notes. That’s how giving becomes part of someone’s routine, not just a one-time thing.

A great donation page should feel like your mission. It should reflect your values, show your impact, and remind people why they’re giving in the first place. That’s when your fundraising really takes off.

Set your fundraising goals and donor journey first

Before you build anything, take a step back. What’s the goal of your donation page? Are you raising money for a specific project? Trying to bring in more monthly donors? Maybe both?

Be as clear as possible. A fuzzy goal leads to a fuzzy message, and donors can feel that. When your goal is focused, your donation page will be, too. That focus makes it easier for people to say “yes.”

Next, think about who you’re talking to. Are they new donors who just found you online? Long-time supporters? Folks who’ve given once but never came back? Different donors need different messages, and your page should guide each person through the giving experience in a way that makes sense for them.

Imagine the donor journey like a short story. First, they land on your page. Then, they understand your cause. Next, they feel something. And finally, they give. If any of those steps are confusing or missing, you lose them.

When you know your goals and your donors, it’s a lot easier to build something that actually works, not just looks nice.

Choose the right fundraising platform

What makes a fundraising platform effective? It depends on your goals, but there are a few essentials that every nonprofit should expect.

Core features to look for

• Donor management: Your platform should make it easy to track, segment, and follow up with donors over time. This includes storing donor histories, managing communication preferences, and supporting long-term stewardship.
• Credit card processing: Look for platforms that offer secure, reliable payment processing. Make sure they accept major credit cards and offer flexibility with ACH transfers, mobile wallets, or PayPal.
• Recurring donation support: Recurring giving should be a built-in option, not an afterthought. The platform should allow donors to easily opt into monthly gifts with minimal friction.
• Mobile optimization: Your donation page must work smoothly on phones and tablets. That includes fast load times, responsive forms, and mobile-friendly payment methods.
• Integrations and analytics: Your platform should integrate with tools you're already using, like your CRM, email marketing platform, or accounting software. It should also give you clear, actionable insights about how your campaigns are performing.

Platform comparison considerations

When comparing platforms, ask:

• How customizable is the donation page and form?
• Does it charge a flat monthly fee, a percentage of donations, or both?
• Are there hidden costs for features like email receipts or donor segmentation?
• What kind of support is included, chat, email, phone?

Some platforms prioritize ease of use but offer limited flexibility. Others provide advanced features but may require more technical know-how or staff time. The best fit depends on your internal resources, donor base, and fundraising strategy.

Take the time to test a few options. Many platforms offer free trials or demos, which can help you evaluate what feels intuitive and meets your needs, both today and as you grow.

Design a donation page that converts

A good donation page looks clean. A great one makes it easy to give and hard to leave.

This is where design meets strategy. Every element on the page should guide a visitor toward one action: donating. That means cutting out distractions, keeping things simple, and making sure your message is front and center.

Make your page user friendly and easily accessible

• Keep it short: Don’t overload the page with paragraphs. Use a strong headline, a short description of your cause, and a clear ask.
• Use clean visuals: Avoid clutter. Stick with one or two images that represent your mission.
• Design for mobile: Test everything on a phone. If a user has to pinch, zoom, or scroll sideways, they’ll likely bounce.
• Ensure accessibility: Use readable fonts, proper contrast, and alt-text for images so everyone can interact with your page.

Build trust with messaging and layout

• Show impact: Instead of just asking for money, explain what each gift will do. For example, “$25 feeds a family for a week.”
• Add social proof: A short testimonial or quote from a donor or beneficiary can make a big difference.
• Keep the donate button visible: Make it bold, noticeable, and place it high on the page, and again after the form.
• Reinforce security: A simple message like “Secure donation form” or an SSL badge can reassure new donors.

When your donation page feels aligned with your mission and easy to use, donors are more likely to follow through, and come back again.

Add donation options to increase flexibility

Not every donor gives the same way, so your donation page should offer choices that match different giving habits. The more flexible your options, the more likely people are to complete their gift, and come back to give again.

One-time vs. recurring donations

One-time gifts are great, but recurring donations help you plan ahead. Your form should make it easy to choose monthly giving with a single click. Even better, pre-select the monthly option (you’d be surprised how often people leave it that way).

Recurring donors tend to give more over time and are more engaged with your mission. Just make sure they know how to manage their gift or cancel if needed, transparency builds trust.

Offer preset giving tiers

Make giving easier by offering suggested amounts. These tiers help donors make quick decisions and often lead to higher gift sizes. Pair each tier with a short explanation of what it accomplishes, like:

• $25 – Provides school supplies for a child
• $50 – Covers one week of meals
• $100 – Supports emergency housing for a family

Accept multiple payment methods

Don’t make donors hunt for a way to give. Your page should accept credit cards, debit cards, PayPal, and mobile wallets. The more payment options, the fewer reasons to hesitate.

And if you’re fundraising globally, make sure your form can handle international payments and currency conversion.

Giving should feel easy. When people don’t have to think twice, they’re more likely to give, and give again.

Incorporate strategic content and engagement tools

A donation page isn’t just a form, it’s part of your story. The right content and tools can help you connect emotionally, build trust, and encourage more people to give.

Use social media posts to amplify reach

Your donation page won’t do much if no one sees it. That’s where social media posts come in. Share the page often, especially during campaigns, giving days, or major events.

Use short, clear captions that highlight your impact. And don’t just post once. Post updates, success stories, and reminders. Ask your team, board, and biggest supporters to share, too.

A few tips:

• Use an image or short video in your post, those get more clicks.
• Always include the link to your donation page.
• Keep the message focused on how giving helps, not just what you need.

Add an impact-driven video or testimonial section

Video brings your mission to life. A short clip (even from a phone) can show donors exactly who they’re helping. Keep it simple, just a minute or two is enough to make people feel connected.

If video isn’t an option, use written testimonials from real donors or people your work has helped. These build credibility and remind visitors that their gift matters.

Enable text-to-give or SMS tools

If you run events or have supporters on the go, text-based giving is a great add-on. It lets people donate without pulling up a full webpage.

Set up a keyword (like GIVE2025) and a number to text. The tool will guide donors through the gift process in seconds. It’s quick, easy, and great for in-the-moment giving.

The goal here is to meet donors where they are, online, on mobile, or in person, and give them the tools to support you without friction.

Test, measure, and optimize in real time

Once your donation page is live, your work isn’t done. The best pages aren’t just launched, they’re tested, improved, and refined over time.

Start by watching how people use the page. Are they dropping off before completing the form? Are most gifts coming from mobile or desktop? Small changes, like moving the donate button higher or simplifying the text, can make a big difference.

Track the right metrics

Don’t just guess. Use data to see what’s working. Some key numbers to watch:

• Conversion rate: How many visitors actually complete a donation?
• Average gift size: Are your suggested amounts helping or hurting?
• Recurring vs. one-time: Are donors choosing to give monthly?
• Abandonment rate: Are people starting the form but not finishing?

Try A/B testing

If you’re not sure what’s best, test it. Create two versions of your page, one with a different headline, image, or button, and see which performs better. A/B testing helps you make changes based on facts, not guesses.

Get feedback

Ask a few trusted supporters to walk through the donation process. What’s confusing? What feels easy? Sometimes the best insights come from real people, not reports.

The goal is progress, not perfection. With regular tweaks and a little patience, your donation page will keep getting better, and so will your results.

A clear path for giving

A well-built donation page doesn’t just collect gifts, it builds trust, tells your story, and makes giving feel easy. When you take time to define your goals, understand your donors, and design a clear path for giving, you do more than raise money. You create real connection.

Remember, your page doesn’t have to be complicated. It just needs to be clear, focused, and built with your audience in mind. Small improvements, like simplifying your form, offering recurring options, or showing impact, can lead to big results over time.

Need support? If you’re ready to build a donation page that works harder for your mission, we’re here to help. Harness combines strategy, design, and expert support so you can focus on what matters most, raising money and growing your impact.