How to Create a Great Crowdfunding Page for GivingTuesday

Your logo, colors, and voice are the essence of your nonprofit’s identity. By presenting these elements consistently, you create an immediate sense of familiarity amongst your supporters. This consistency reinforces your nonprofit’s brand and fosters a sense of trust and reliability.

When donors recognize and resonate with your brand, they’re more likely to engage, share, and contribute to your cause. So, invest time in ensuring that every element of your crowdfunding page aligns seamlessly with your nonprofit’s brand ethos.

You have just a few moments to capture someone’s attention. Here’s how to make the most of it:

• Start strong: Begin with a powerful opening statement or question that immediately resonates with potential donors. For instance, “Did you know that just $15 can provide nutritious lunches to a school child for a month?”
• Show real impact: Don’t go with overviews or vague statements. Instead, provide tangible examples of how GivingTuesday donations have made a difference in the past. Share success stories, testimonials, or specific projects that were possible because of supporters’ generosity or volunteer efforts.
• Use visuals: Incorporate photos or short videos that showcase your nonprofit’s good work. Together with your text, they’ll tell your organization’s compelling story.
• Be specific: Provide clear information on what your nonprofit will do with the money raised. If you’re fundraising for a particular project, break down the costs. For example, “$100 will contribute to restoring Bighorn Sheep to Yosemite.”
• End with urgency: Your call to action (CTA) should be compelling and convey a sense of urgency. Phrases like “Donate now and change a life today” or “Help us reach our goal by midnight” can motivate immediate action.

A dynamic leaderboard or fundraising thermometer not only showcases donations in real time, but it also spurs others to join the movement.

By sharing how close you are to your goal and who is donating (and how much), you’re offering immediate recognition and gratitude to donors. Moreover, when potential donors see the names and contributions of others, it can inspire them to take action. For example, if one of your supporters visits your crowdfunding page and sees you’re close to your goal, they may hit the donate button. By letting visitors see who is donating and how much, you’re tapping into something similar to FOMO. Plus, seeing others donating is reasurring and lends legitimacy to your campaign.

If you’ve ever abandoned a cart online because checking out takes forever or the actual process feels unfamilar, you know that a positive user experience (UX) is essential. So, when supporters decide to contribute to your cause, the process should be seamless and secure.

Start with making sure your ‘Donate’ button is prominently placed, either at the top or front and center.  Accompany it with a clear and compelling call to action urging your visitors to give. Phrases like “Make a Difference Today” or “Join Our Mission” can evoke emotion and drive action.

Finally, keep the steps needed to complete a transaction to a minimum. Offer various payment options, and don’t make donors jump through hoops to check out. Be sure your platform provides an instant confirmation once a donation is made.

A terrific crowdfunding page does not a successful fundraising campaign make. That is to say, once you’ve built your page, the work begins. First, be sure to promote it on social media two to three weeks before GivingTuesday, and consider incorporating peer-to-peer fundraising. Always include the #GivingTuesday hashtag, and, depending on the social media platform, include your crowdfunding page’s link in your bio or in every post. Then, a week before GivingTuesday, send an email to existing supporters and your personal network about your campaign. Finally, on the day of, commit to being very (VERY) active on social media. Post updates on donation progress, thank-yous, and more!