Turning Your Programs Page into a Donation Funnel: A Guide for Nonprofits
Your nonprofit’s programs and initiatives pages are windows into the incredible work you do every day. It’s where potential donors, partners, and supporters come to see your impact in action. But are you maximizing its potential to drive donations? With a few strategic design choices, you can transform your programs page into a powerful donation funnel that inspires action and supports your mission.
Here’s how to design a programs page that does more than inform—it converts.
1. Clearly communicate your impact
Nonprofits often share the details of their programs, but what donors really want to know is the difference their contributions make. Use your programs page to:
Highlight success stories with real-life examples.
Share measurable outcomes (e.g., “Our program provided clean water to 2,500 families last year.”).
Include compelling visuals, such as photos or videos, that showcase the people or communities you serve.
Pro tip: Place your impact statement near the top of the page to immediately connect visitors to the importance of your work.
2. Make your donation call-to-action front and center
Your programs page should inspire visitors to take the next step. To do this, incorporate a clear and compelling donation call-to-action (CTA):
Use action-oriented language, such as “Support Our Work” or “Donate Now to Make an Impact.”
Include donation buttons that are prominently displayed and easy to click.
Add CTAs throughout the page—after impact statements, near success stories, and at the bottom of the page—to capture interest at multiple touchpoints.
3. Streamline the path to donate
Once a visitor is inspired to give, don’t lose them with a complicated process. Optimize the journey from your programs page to your donation form:
Use a direct link to a donation page that matches the look and feel of your website.
Offer preset donation amounts with explanations of their impact (e.g., “$50 provides 10 therapy sessions for 1 person”).
Ensure your donation form is mobile-friendly, as many users will access your site on their phones.
4. Leverage social proof to build trust
Donors are more likely to give when they see others supporting your cause. Build trust by:
Showcasing testimonials from beneficiaries, volunteers, or long-term donors.
Including badges or seals of approval from charity watchdog organizations.
Highlighting recent donations or fundraising milestones (e.g., “Thanks to supporters like you, we’ve raised $20,000 this month!”).
5. Incorporate storytelling
Stories have the power to connect emotionally with your audience. Use your programs page to:
Share individual stories of people who have benefited from your programs.
Use storytelling techniques to walk readers through the problem, your solution, and the impact of donor support.
Pair stories with visuals for maximum emotional resonance.
6. Track and optimize your results
To ensure your programs page is working as an effective donation funnel, keep an eye on your metrics:
Track clicks on donation buttons to see which CTAs perform best.
Monitor how many visitors navigate from your programs page to your donation page.
Use heatmaps to see where users spend the most time and adjust your design accordingly.
Regularly testing and refining your programs page can help you uncover new ways to boost donations.
7. Partner with a nonprofit website design expert
Designing a programs page that seamlessly blends storytelling, impact, and conversion strategy can be challenging. That’s where website design experts come in. A well-designed page isn’t just aesthetically pleasing—it’s a tool that amplifies your mission and drives support.
At Sereth, we specialize in creating mission-driven websites for nonprofits that prioritize user experience and inspire action. Whether you’re looking to optimize your programs page or revamp your entire site, we’re here to help you turn visitors into lifelong supporters.
View our case studies to get a sense of the work we do.
Ready to get started? Let’s work together to create a website that helps you change the world.
