If your nonprofit organization has been around for any length of time, it almost certainly has a website that people can visit to learn more about the cause. A website is pretty much a necessity for any reputable organization in this day and age. In fact, if you don’t have a website, people will start to wonder if your nonprofit is actually legitimate. At the very least, your nonprofit website should have a home page, as well as a contact page, so people who want to connect have a clear way to get ahold of you.
Once you have these pieces in place, it’s time to start thinking about other landing pages you might want to include on your nonprofit website.
If you’re not familiar with the concept of a landing page, Beeline, a nonprofit marketing agency serving Houston describes a landing page in this way: “Nonprofit landing pages are dedicated web pages specifically designed to engage and convert visitors into active supporters or donors for a nonprofit organization. These pages serve as the entry point for individuals who come across a nonprofit’s online marketing campaigns, social media posts, or search engine results. Unlike a general website, nonprofit landing pages are created with a singular focus, aiming to inspire action and drive conversions.”
For many nonprofits, their homepage serves as their only landing page, with all outside links and ads pointing to it. If this is the case for your nonprofit, you need to make sure your homepage is compelling and includes clear calls to action. Your nonprofit’s mission should be prominently displayed. It should include visuals (photos, statistics, etc.) that demonstrate the impact made by your nonprofit. The next step you want the visitor to take should be obvious (sign up for our newsletter, donate, volunteer, etc.).
A good homepage can serve a nonprofit well, but eventually, growing organizations will want to move beyond their homepage and start creating other landing pages that are more targeted. Here are a few examples of common nonprofit landing pages, according to Beeline:
Lead Generation Pages
Beeline says, “The primary goal of a nonprofit lead generation page is to entice visitors to provide their contact details willingly. Collecting this information allows nonprofits to establish direct communication channels (such as email marketing campaigns), and further engage potential supporters or donors over time.”
Some of the most effective lead generation pages offer something in exchange for a visitor’s contact information, such as access to an exclusive webinar or study.
Donation Pages
Eventually, every nonprofit organization should have a donation page, where visitors can give online. According to Beeline, “Donation pages are typically hosted on a nonprofit’s website or integrated through an online fundraising platform. They provide an easy and secure way for donors to make financial contributions using various payment methods.”
Not only that, a good donation landing page will have a clear and compelling value proposition, which will explain to a potential donor how their money will support the cause. Visitors to the donation page should also be presented with the opportunity to become a recurring donor.
If you already have a donation page in place, look for ways to optimize it. Play around with different donation amount options, if you have options in a drop-town menu. Change up the language in your call to action. Give potential donors to the option to contribute to very specific programs or initiatives. If you do this, be sure to track the results so you can see what works best!
Event Pages
If your nonprofit organizes events, make dedicated landing pages for them. An event page can provide detailed information about the event and its goals. It can also be designed to allow people to sign up to attend, become a sponsor, or volunteer. According to Beeline, “Properly designed event pages generate buzz and support for a specific event, while reminding visitors how they are helping advance the nonprofit’s mission by attending.”
Volunteer Pages
Another common type of landing page is one that is dedicated to recruiting volunteers to a nonprofit.Beeline says, “An ideal landing page for this purpose persuades visitors that volunteering is not only rewarding for your nonprofit, but also a valuable opportunity for the individual as well.”
Your volunteer landing page might include things like:
- A list of available positions or specific skills from which your organization could benefit.
- Statistics or stories that demonstrate that value that volunteers have brought to your organization.
- Photos of volunteers in action.
- A Q&A section about volunteering with your organization, so potential volunteers can learn what is expected of them.
- A testimonial from an active volunteer.
- A volunteer application or another way for someone to indicate their interest in volunteering.
Conclusion
If your nonprofit could use some help designing compelling landing pages, a nonprofit marketing agency serving Houston, like Beeline, can help. Most nonprofit marketing agencies work with organizations of all sizes and types, and can provide as much help as you need—whether it’s simply consulting with you about ideas or designing the entire page on your behalf.
