5 Ways For Non Profits To Turn Website Visitors To Donors

When donors visit your "Donate" page, they’re already interested in supporting your cause. But is your page doing everything it can to turn that interest into action?

For many small and medium nonprofits I interact with, their donation pages miss opportunities to connect with donors and increase giving.

I’ve studied some of the best practices from top nonprofits that raise millions annually, and here are five game-changing tips to turn your “donate” page into a donation magnet:

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1. Be Specific About Where the Money Goes

Most donation pages just ask for money with a brief blurb about the organization—or worse, no context at all. But donors want to know their impact.

Take a page from St. Jude’s playbook: they show how specific amounts make a difference, like $20 providing school supplies or $150 covering meals for a child’s family.

Compassion International goes further, letting donors choose exactly which program they want to support. The more specific you are about the use of funds, the more likely donors are to give.

2. Don’t Let Visitors Leave Without a Follow-Up

Here’s a genius move from Feed The Children: when I tried to leave their donation page without giving, a pop-up form invited me to share my email.

Why is this so effective? Even if someone isn’t ready to donate right away, getting their email means you can nurture them with stories, updates, and appeals. Over time, you can turn them into a loyal supporter.

3. Offer Donations in Honor or Memory of Someone

Giving isn’t just about money—it’s personal. Many people donate to honor someone they’ve lost or to gift a donation in someone else’s name. Feeding America does a great job of this and notifies the honoree as well.

If your page doesn’t offer this option, you’re missing a powerful emotional connection. It’s a small adjustment that can significantly boost conversions while deepening relationships with your donors.

4. Keep It Simple and Focused

One of the biggest mistakes nonprofits make is overcrowding their donation pages with text. While it’s important to provide context, too much information can overwhelm visitors.

Remember the rule: “A confused buyer doesn’t buy.” Keep your page focused on the donation ask, with a clear call to action and minimal distractions. Save the detailed history and extra info for other parts of your website.

5. Provide Flexible Giving Amounts

Don’t limit generosity by offering only pre-set amounts or setting donation levels that seem out of reach. Ensure your donate page includes a reasonable range of options and a blank field where donors can enter their own amount. This flexibility allows supporters to give what feels right to them—whether it’s a larger gift than expected or a manageable first contribution.

6. Ask Donors to Cover Processing Fees

Why should your non-profit bear the cost of payment processing when many donors are willing to help? Add a simple checkbox like Convoy of Hope, allowing donors to cover these fees.

Think about it: if someone is already giving $100, they’re often happy to add an extra $3 to ensure their full donation supports your work.

Your “Donate” page is your virtual handshake with potential supporters—it’s where generosity meets action. Take a fresh look at your page and see where you can improve to to significant increase your donations.