Online Campaign Donation Pages

Online Campaign Donation Pages

Learn what makes campaigns effective and why you need a standalone donation page for each of them.

About this course

If there’s any question we see often, it’s this: Can I just use my main donation page for my campaign donation appeal traffic? (be it from email, direct mail, etc)

Even if they clicked on the email appeal, and the link said “donate now,” is it possible that they can indeed arrive and then decide not to continue?

The answer is a resounding “yes.”

Donors can get sidetracked, distracted, or even confused in a matter of seconds. How will you keep hold of the motivation that made them click, and guide it to completion?

In this focused application session, you’ll learn what makes campaigns effective and why you need a standalone donation page for each of them. In addition to key principles you can use to make it immediately better, you’ll get a detailed template you can follow based on 100+ campaign donation page field experiments.

Curriculum

  • Why do you need an online campaign donation page?
  • Why is it so important to have a specific donation page for each campaign?
  • How is a campaign appeal different from a general offer, appeal or ask?
  • When you’re writing the main message, how do you do it specifically for this page type?
  • Why is it important to pay attention to the way in which you deliver your main message on this page?
  • What elements can I add to campaign pages that I shouldn't add to any other donation page type?
  • What is an example of an organization applying these principles all at the same time on a campaign donation page?
  • What kind of donation pages are local PBS stations serving for specific campaigns?
  • Quiz: Online Campaign Donation Pages

About this course

If there’s any question we see often, it’s this: Can I just use my main donation page for my campaign donation appeal traffic? (be it from email, direct mail, etc)

Even if they clicked on the email appeal, and the link said “donate now,” is it possible that they can indeed arrive and then decide not to continue?

The answer is a resounding “yes.”

Donors can get sidetracked, distracted, or even confused in a matter of seconds. How will you keep hold of the motivation that made them click, and guide it to completion?

In this focused application session, you’ll learn what makes campaigns effective and why you need a standalone donation page for each of them. In addition to key principles you can use to make it immediately better, you’ll get a detailed template you can follow based on 100+ campaign donation page field experiments.

Curriculum

  • Why do you need an online campaign donation page?
  • Why is it so important to have a specific donation page for each campaign?
  • How is a campaign appeal different from a general offer, appeal or ask?
  • When you’re writing the main message, how do you do it specifically for this page type?
  • Why is it important to pay attention to the way in which you deliver your main message on this page?
  • What elements can I add to campaign pages that I shouldn't add to any other donation page type?
  • What is an example of an organization applying these principles all at the same time on a campaign donation page?
  • What kind of donation pages are local PBS stations serving for specific campaigns?
  • Quiz: Online Campaign Donation Pages