Here you well see dozens of real examples of landing pages used by nonprofits.
We divide them according to the main goal of the page:
We show elements that usually work well, with one or more real examples. You don't have to include all those elements on every page. They are just ideas so you can decide which ones fit best for your specific needs and goals.
If the page in question has enough volume of traffic and conversions, you can do A/B tests with different versions of that page to check which one gives better results.
DONATIONS
Shocking titles
Powerful images
https://www.charitywater.org/global-water-crisis/#
Graphic explanations
Informational videos
Short forms
It's interesting to request the user email in the first step (so you can maintain contact with the user later if they do not complete the entire donation process)
Recurring donation as default option
Contact details for questions or donations
Give one or more contact options so that they can ask their questions (or even make the donation by phone if they prefer to do so).
Show reasons to donate
Share buttons
Figures and data
Donor testimonials/reviews
Tell individual stories
Several donation buttons in long pages
Trust info/badges
Customizations for different countries/languages
Other ways to help
Positive approach
Inspire and show that change is possible.
Urgency
https://www.compassion.com/donate/donate-to-children-in-africa.htm?referer=511896
Online tools
Frequent asked questions
Related content to encourage donations
Links to other articles/pages, in case the user need additional information to make the decision.
VOLUNTEERS
Recruit volunteers through petitions or plegdes
Recruit volunteers through newsletter (send them volunteer opportunities)
Recruit volunteers through social media
Recruit volunteers through quizs
Videos of volunteers
Also from famous volunteers/collaborators
SALES
Many different products, with large photos
Explain social impact of purchases
Trust info (badges, stats...)
Merchandising sales
Book sales
https://www.erikaslighthouse.org/the-parent-handbook-on-childhood-and-teen-depression-1/
Promote virality (word-of-mouth)
INFORMATION
Link information and related work of the organization
Contents in different formats
https://alcoholchange.org.uk/alcohol-facts/fact-sheets/alcohol-and-the-heart
Videos (main content or extra)
Various calls to action on long pages
They also use a striking design, so it's difficult for someone to read the article without seeing any of them.
https://www.crisistextline.org/topics/depression/
Share buttons
https://www.conservation.org/stories/ocean-pollution-11-facts-you-need-to-know
https://www.headcount.org/registertovote/
https://www.globalfundforwomen.org/10-favorite-quotes-for-international-womens-day/
https://www.vote411.org/
Images/content to share
There are certain social networks that do not allow direct sharing of URLs, only images or videos (for example, Instagram and Youtube).
https://www.crisistextline.org/wp-content/uploads/2020/03/happy-sad-1.gif
https://www.globalfundforwomen.org/10-favorite-quotes-for-international-womens-day/
A variant of this is the "ecards", which sounds a bit old-fashioned but there are still many people who search for them on Google.
In their traditional version, they are sent by email using the "ecards" system provided by the website. But the website could also give users the card in image format (to download) and then each user would decide where they want to share it.
Useful tools
Offer different options to receive information
https://www.vote411.org/
Offer different options to help
At the end of each article, readers can be asked to help in different ways (works better if the help asked is related to what they just read).
https://www.stbaldricks.org/blog/post/types-of-childhood-cancer-acute-lymphoblastic-leukemia-all
https://www.liveyourdream.org/our-dream/opportunity-through-education/education-grants.html
Require user registration
It is a risky concept, requesting registration to access free resources. It can work well if the organization's priority is getting registrations, the resources are truly valuable and the users can understand what they get by registering.
Show a popup
A pop-up window can be shown as soon as the page is opened, after X seconds or when the user seems to be leaving the web (“exit popup”)
Promote a newsletter
It may be interesting to keep in touch with users, asking them to subscribe to the organization's newsletter
https://www.greaterthan.org/sexually-transmitted-diseases/syphilis/
Promote a forum or social network
https://www.copdfoundation.org/Learn-More/I-am-a-Person-with-COPD/Breathing-Exercises-for-COPD .aspx
Promote groups or face-to-face events
Promote petitions
Promote online courses and apps
Show donation forms
It can be put at the end of the article and/or in the middle as they do here:
https://www.conservation.org/stories/ocean-pollution-11-facts-you-need-to-know
Promote free downloads
It is a good hook to get the data of potential donors and then keep in touch (send them related articles, invite them to events, ask them for donations, etc.)
The captured emails can then also be used for remarketing campaigns on Facebook and other platforms.
You can focus the entire landing page on the document (brief explanation of the document + download form) or just be a complement to the main content (normal article + download form at the end of the article).
