10 Nonprofit Landing Page Examples & 10 Lessons to Learn

A nonprofit landing page is vital in digital marketing as it is solely created for marketing purposes. As the name implies, a “landing page” is where a visitor lands after clicking on a link. It could be from an ad, email, social media campaign, or any other place on the web.

Landing pages are created with a specific goal in mind, which is also known as CTA (call to action). For example, a nonprofit landing page will be focused on collecting donations, getting people to sign-up for a fundraiser, and so on.

It’s this specific goal of a particular action that makes a landing page so important – as it helps when it comes to increasing conversions from your marketing campaigns. Or, more simply, a landing page is where visitors perform a desired action.

However, not every nonprofit landing page is created equally. This means that the conversion rate of your marketing campaigns will depend on how good the landing page is! There are a lot of factors that can help you to understand what makes a good nonprofit landing page.

But as they say, we learn the best from examples, and that’s what we will do today. We will look at 10 nonprofit landing page examples to see what makes them so great – and learn some lessons from them. This will help you to create great landing pages for your own nonprofit & get the most ROI from your marketing efforts.

So let’s get into it!

1. American Red Cross

American Red Cross is a well-known nonprofit organization that is involved in blood, health, disaster management services, and much more. According to American Red Cross, the goal is to help people in need with the help of their volunteers and donors.

Since they are involved in a lot of areas, they also have many landing pages made for specific purposes. But right now, we will look at their landing page, which was created for collecting donations.

American Red Cross Landing Page: Donations

American Red Cross is a well-known name that doesn’t need any introduction. That’s why they waste no time introducing themselves on this landing page and get straight to business.

From time to time, American Red Cross updates its donation landing page to maintain relevancy. This includes changing the images as well as headings with the current trends.

Currently, the heading on the landing page is “End of Year Tax-Deductible Donations. This is followed by a short sentence that emphasizes that it is still not too late to make a difference – even if the year is ending.

With just a bold heading and a sentence to encourage action, American Red Cross has specified what they want from visitors.

Similarly, the heading and action-provoking text come with a picture of smiling children lying on a red cross hospital bed. These small pictures symbolize hope and how children are happy with the services of the American Red Cross. They also arouse sympathy in the hearts of visitors, which makes the CTA more effective & action-friendly.

So with these 3 things (heading, sentence to provoke action, & an image), the American Red Cross has already conveyed its message.

The colors used in this landing page also land well with human psychology. This particular landing page uses white color for the heading and action-provoking text. In the donation form, it uses Robin Egg Blue for the buttons.

Generally, white color is best suited for landing pages that are involved in the healthcare industry. And, that’s what the American Red Cross is all about. On the other hand, the use of blue color gives a sign of trust, security, calmness, competence, and strength.

The donation form is also straightforward and appears above the fold. It allows visitors to select donation frequency and specific donation amount. After choosing the right option, visitors can click on their preferred payment option. Then, this reveals a form to enter personal & billing information. At the start, the donation form appears short to ensure visitors don’t feel overwhelmed.

And in the last, American Red Cross highlights other ways to donate, such as through email, phone, etc.

Lessons to learn from American Red Cross

Here’s a quick recap of some lessons you can learn from this landing page:

• Use the right colors which are relevant to your industry.
• Start with a strong heading and an image to make your social value proposition clear.
• Don’t be afraid to keep it simple and clean.
• Keep your landing page updated with recent events and trends.
• The landing page’s focus should be singular to get the most conversions (In this case, the focus is to collect donations).

2. World Wide Fund for Nature (WWF)

WWF is a prominent nonprofit organization that has been serving nature and people for more than 60 years. According to their mission statement, their main goal is to preserve wilderness. This includes reducing the human impact on the environment.

They’re also working towards transforming markets and policies that promote sustainability. But the end goal is to protect various animal species and restore their habitat.

If we had to list the best donation landing pages for nature and wildlife, there would be no better choice. Their page is by far one of the best nonprofit landing page examples in the nature niche.

So let’s jump into it and see what makes WWF  so great!

World Wide Fund for Nature (WWF) Landing Page: Donation

This nonprofit landing page focuses on nature and wildlife. As such, it makes a grand opening with a strong title that says: “Nature Needs You.”

With these 3 words, WWF makes its social value proposition clear which is a great example of doing more with less. Additionally, the official logo of  WWF and the title promote trust & maintain brand-ability.

After the title, there’s a short sentence that compels visitors to donate “now” to save nature. This is followed by another paragraph explaining that it isn’t too late to protect the planet and vulnerable wildlife.

So, With the title, short sentence, and a paragraph, WWF only takes 44 words to explain what it does. With less information, it conveys a great message on how you can make a difference & protect wildlife.

After that, we have a donation form that allows visitors to select the amount they’d donate – enter their personal information, and proceed toward donating.

The social value proposition and selecting an appropriate donation amount are shown above the fold. Whereas the rest of the form is left below the fold to make the form short & concise.

This technique grabs the user’s attention and diverts it toward the most essential parts of the landing page. And once a visitor makes up his mind to donate, they can select an amount and then scroll down.

The heading, social value proposition, and donation form align with the left side and only take half of the viewer’s screen. The right half of the page is covered with a background image of an elephant enjoying its natural habitat.

Incorporating the image on the landing page improves its aesthetic appeal and seamlessly integrates with other design elements. Thus, it effectively communicates the mission and purpose of WWF.

The WWF donations landing page also includes an orange-colored chat button fixed at the bottom right portion. This helps a potential donor to ask for more information or to ask for help. Once again, WWF tries to retain the visitors on its landing page without leaving.

Moreover, this nonprofit landing page example uses primarily black color for text and blue for boxes on the donation form.

If we look at the psychology of the black color, most web visitors are used to reading text in black. In addition, black color is also associated with stability, intelligence, and authority. In short, the use of black highlights the authority of WWF in its domain.

Similarly, the use of blue color symbolizes dependability, calmness, loyalty, strength, trust, and security. Once again, all of these values sit well with the mission of WWF.

Lessons to learn from WWF

Here’s a quick recap of some lessons you can learn from this landing page:

• Make sure to leave your landing page with a lot of text. You can do more with fewer words, as WWF did with just 44 words!
• Use relevant images that sit well with the mission of your organization.
• Include a chat button, so a potential donor doesn’t have to leave the landing page for information.
• Include preset donation values that people usually donate.

3. Feeding America

Feeding America ranks #2 among the most prominent nonprofit organizations in the USA. According to Feeding America, they manage hundreds of food banks that collectively provide 46 million people around the USA!

They help people through soup kitchens, food pantries, and shelters to relieve hunger. In addition, they also work towards improving food security in various US states.

Being the 2nd most prominent nonprofit organization in terms of revenue, it makes sense to look at their donation landing page. So let’s get into it:

Feeding America Landing Page: Donations

Feeding America efficiently uses its header portion to include its logo towards the left and a sentence towards the right that says –  “Help End Hunger Today.”

The logo in itself is text-based, and since the nonprofit name is pretty self-explanatory, people immediately understand the NGO’s mission. And if that was not enough, the action-provoking heading “Help End Hunger Today” makes their social value proposition straightforward.

This landing page also includes a picture of a girl to include a human element. And, it helps the organization connect with potential donors. In turn, this provokes visitors to make donations. 

The donation form in itself uses a combination of orange, black, and gray colors. And at the top of the form, there’s a text that says  $1 will get 10 meals for deserving people. So, Feeding America wastes no time in telling a user how their donation will make an impact.

The use of orange color for buttons is also a great thing about this nonprofit landing page example. According to color psychology, orange is associated with happiness, warmth, and energy. All of these things are directly tied to the mission of Feeding America.

Similarly, the use of orange color is common among websites to draw attention to this. In fact, this is considered a good color for organizations operating in the food industry.

Lessons to learn from Feeding America

Here’s a quick recap of some lessons you can learn from this landing page:

• If your nonprofit organization’s name is self-explanatory, then don’t hesitate to use a text-based logo.
• Include a human element on your landing pages by including pictures.
• Use orange color to draw attention towards your CTAs.
• Orange color is good for nonprofits operating in food, childcare, and technology.

4. Americares

Americares headquarter is in Stamford, USA & has been serving people around the globe since 1979. The main focus of this nonprofit organization is to help people affected by disasters, crises, and poverty. To address these problems, Americares helps people with medical supplies and health programs.

For the financial year 2021, the total revenue of Americares was close to $1.25 billion. This makes it one of the biggest nonprofits.

Let’s dive into their donation page and see what techniques they are using to drive up their conversion rate!

Americares Landing Page: Donation

The header portion features the organization’s logo on the left and a link to Forbes’s list of top charities on the right. Since Americares is part of the top 10 charities on the Forbes list, Americares includes a trust signal right at the top.

The next part is the hero image portion which includes a background image and details about the organization’s social value proposition.

Sticking to doing more with less, Americares only used 80 words to explain its core mission. This tells us the importance of concise copywriting & how to keep potential donors hooked without taking too long.

In the hero image, Americares uses saffron and white colors. And for its donation form, it uses a combination of blue and orange.

The color orange helps to draw attention toward the CTA & makes it more prominent. Similarly, the white color used in the hero image portion is associated with the healthcare industry, perfectly describing Americares.

And just beside the donation form, Americares includes a charity navigator and BBB logos related to their organization. This increases Americares’ trust in the potential donor’s eye, which is very important for driving donations.

We believe that the Americares donation page is among the best fundraising landing pages. Their revenue figures are enough to prove that their landing page is doing a good job!

Lessons to learn from Americares

Some lessons you can learn from this landing page example:

• If your nonprofit has won some awards or made it among the top charity lists in your country, mention it on your landing pages.
• If your organization is in the healthcare industry, you can do well by using white, orange, and saffron colors.
• Focus on concise and powerful copywriting that clearly explains your social value proposition.

5. Direct Relief

Founded in 1948, Direct Relief is a leading nonprofit organization that has been serving people around the globe. The key focus of Direct Relief is to provide disaster relief as well as emergency medical assistance.

According to Direct Relief, they are active in more than 80 countries around the globe. In the USA, they offer humanitarian services in around 50 states.

The total revenue of Direct Relief is $2.22 billion according to Forbes, which ranks it as the #5th top charity in the USA.

Let’s look at Direct Relief’s donation landing page and look at some of the best practices they are using:

Direct Relief Landing Page: Donation

The donation landing page of Direct Relief follows a minimalistic approach and doesn’t have any background images. Instead, a plain white background color is used with a combination of content and a donation form.

The title used by Direct Relief is “Giving is good medicine”. This points toward the benefits of why giving is good for your health. Normally, nonprofits focus on how your donation can make an impact on others’ lives. But Direct Relief flips the switch and tells you that you can also benefit by donating.

The donation form uses orange color for the buttons, which is a common practice among nonprofits. And on the right sidebar, Direct Relief includes some of the awards it has won and its ratings on different platforms.

In fact, the right sidebar continues till the end of the page. So there’s always something to see on the right side when a user is filling out the donation form. This practice improves the visitors’ trust and helps them to go through their donations.

And last but not least, there’s a floating box at the bottom right that answers some of the common FAQs. This is an attempt to retain visitors and increase their likelihood of donating.

Lessons to learn from Direct Relief

Now, let’s check some lessons you can learn from this landing page:

• You can keep a minimalistic look on your landing page & still achieve a high conversion rate.
• Include elements such as awards or ratings on trusted platforms to improve visitors’ trust.
• Try to answer the visitor’s query on the landing page to lower the bounce rate.

6. Metropolitan Museum of Art

Originally founded in the 1870s, the Metropolitan Museum of Art (MET) is a prominent nonprofit in the United States.

This nonprofit focuses on bringing art to the American people through its museum located in the central part of New York. The Metropolitan Museum of Art is also involved in providing art education as part of its initiative.

According to their records, there are 2 million unique art pieces present in their permanent collection spanned across 17 departments.

To raise money, they rely on charging an entry fee at the museum and through donations collected through different means.

So let’s look at their online donation page and see what magic they are incorporating to drive up the donations rate:

Metropolitan Museum of Art Landing Page: Donations

MET uses red color in the header portion that includes the logo & links to important pages on its website. And immediately after the header, there’s a hero section that’s divided into two parts. On the right side, there’s an image of the museum, and on the left side, there’s the title and social value proposition of MET.

The MET keeps its heading simple and to the point. The text of the heading says: “Donate to The Met.” As you can see, sometimes going easy & doing the apparent thing works as well.

After the heading, MET explains how it has helped millions of people to experience the power of art through its museum & initiatives.

The option to select a donation amount is also included in the hero portion. And to view the rest of the donation form, a visitor has to scroll down.

We have already seen how multiple nonprofits use this technique to ensure potential donors don’t feel overwhelmed with a long form. So, once he/she has made a decision, they will be more than willing to complete the process. In other words, this technique makes the CTA more effective.

The colors used on this landing page by MET are red in the header and water (looks like blue) in the hero section. The blue color is associated with dependability, security & trust. For a nonprofit like MET, all of these values are important.

Lessons to learn from MET

Here’s a quick recap of some lessons you can learn from this landing page:

• Try to keep the boring and long portion of your form below the fold.
• Include pictures in the hero section to grab attention.
• Don’t be afraid to keep your landing pages simple. As long as it looks professional, there’s nothing wrong with it.

7. UNICEF

UNICEF is an agency of the UN (United Nations) and works for the betterment of children around the globe. The charity services offered by them include access to safe water, nutrition, and quality education. In addition, they work to protect children from violence and exploitation.

As an agency, UNICEF is trusted around the globe and provides its services in more than 190 countries.

Let’s take a look at their donations landing page and pick up some good pointers that you can also use for your own landing pages:

UNICEF Landing Page: Donations

The header portion of UNICEF’s donation page uses blue color and includes the logo with an option to change the language.

The hero portion includes a background image that changes from time to time. But it usually highlights a child’s picture, which provokes sympathy.

The donation form is actually a part of the hero portion and is present towards the right side. Now, there are two great things about the donation form used by UNICEF.

First, it provides an option to give recurring donations monthly as well as a one-time donation option.

Second, the donation form is interactive, and after clicking on the donate button, the next portion appears. They have divided the donation form into multiple steps instead of using one long form. This technique doesn’t overwhelm potential donors as they go through donating.

There’s also a FAQ at the bottom of the UNICEF donations page that answers the frequently asked questions.

As for the color combination, UNICEF is using a combination of blue and orange in the donations form. And for the text, it uses a standard black color.

The blue color used by UNICEF sits well with large organizations and conveys a message of dependability.

Lessons to learn from UNICEF

Here’s a quick recap of some lessons you can learn from this landing page:

• Include an option to translate your landing pages into different languages.
• Instead of using a long-form, try to divide it into smaller steps.
• You can include your donation form above the fold with a background image to retain visitors’ attention.

8. National Geographic Society

The National Geographic Society was founded in 1888 and is one of the largest nonprofits operating in the education & scientific sector. Their core mission is to use the power of exploration, science, & storytelling to protect the world.

National Geographic Society Landing Page: Donations

Let’s look at the donation landing page of the National Geographic Society and pick some pointers:

The landing page doesn’t include a specific color for the header… Instead, the logo of the organization is present on the background image that covers the whole page. The background image in itself is really stunning and gives you a glimpse of the wonders of our world.

The title and social value proposition of the organization is mentioned in a white form that is slightly aligned towards the left side. As you scroll down, the rest of the donation form appears while the background image retains its original position.

The colors used in this landing page are black and yellow, which is consistent with the branding of the organization. Additionally, the yellow color is also commonly used to draw attention to the CTAs, so that’s another plus point.

Also, the landing page comes with an option to give donations on a monthly or a one-time basis. This technique is really powerful & can help a nonprofit to get repeat donations on autopilot.

Lessons to learn from the National Geographic Society

Here’s a quick recap of some lessons you can learn from this landing page:

• Remember to retain consistency with your branding colors and other brand values.
• Use original high-resolution background images that speak your mission.
• Try to use contrasting colors for the donation form, so it stands out from the background image.

9. Doctors Without Borders

Doctors Without Borders is a nonprofit organization that offers humanitarian medical services around the globe. They are known for providing medical services in areas affected by endemic diseases and even in conflict zones.

Originally founded in 1971, Doctors Without Borders has a presence in 70+ countries. This makes it one of the top international NGOs. And needless to say, they set good examples of a nonprofit landing page.

Let’s look at the donations landing page of Doctors Without Borders and try to capture some of the best practices used by them:

Doctors Without Borders Landing Page: Donation

The header portion uses a white background and only features the organization logo. And immediately after, there’s the hero section that includes a background image and a donation form on the right side.

The title on this landing page is present on the left side while the social value proposition is on the right side (inside the donation form).

The title, as well as the social value proposition, is defined with a concise copy that highlights the importance of words on a landing page.

As for colors used, this donation landing page uses a combination of red, black, and white. The white color is used for the main heading, while the red is used for buttons on the donation form.

The buttons as well as the input fields on the donation form are square-shaped. In addition, there’s a thick border on the donation form’s input fields that appears professional, clean, and sharp.

Overall, it gives a very solid and modern look while retaining professionalism which is something a lot of organizations fail at.

Lessons to learn from Doctors Without Borders

Here’s a quick recap of some lessons you can learn from this landing page:

• For organizations in healthcare and emergency, red is a good color to use.
• Make the input fields of your donation form interesting by experimenting with borders and different shapes.
• Use powerful background images to draw attention.

10. Blood:Water

Blood:Water is another noteworthy competitor in our list of the best nonprofit landing page examples. This noprofit has been around since 2004 and is on a mission to provide safe drinking water to those in need.

Since access to clean water is scarce in Africa, most of their work is focused on that area. Another important mission of this organization is to help people against the HIV crisis in African countries.

Let’s look at the Blood: Water Donations page and see what they are doing to drive donations:

Blood:Water Landing Page: Donation

The header portion of Blood:Water donations page includes a logo that blends well with the background image. The background used on this landing page gives a feeling of happiness & immediately forms a bond with the visitor.

After the header, there’s a heading that is immediately followed by a video from the founders of the organization. Normally, we don’t usually see videos on nonprofit landing pages, but that’s an interesting way to interact & convey information to visitors.

After the video, there are a few paragraphs that discuss the value proposition of Blood: Water & how your contribution can make a difference.

Upon scrolling down, there’s the donation form that uses orange color for the buttons. However, the interesting part is that Blood:Water offers more payment options for potential donors than other organizations mentioned here.

Lessons to learn from Blood:Water

Here’s a quick recap of some lessons you can learn from this landing page:

• You can use a video on your landing page to convey your mission statement & social value proposition.
• Offer multiple payment options to improve the conversion rate.
• The donation form on this landing page is below the fold. That’s not good practice at all! So always ensure that some portion of the donation form appears above the fold.

Conclusion

After looking at these ten nonprofit landing page examples, I am sure you would have learned by now that they share a lot of common features. The purpose of sharing these nonprofit landing pages was to give you insight into some good practices that you can also incorporate into your own landing pages.

One thing which stands out in all of these landing pages is that they are designed for their own specific industries. Similarly, the color combination can also differ from one industry to industry. So, if you want a high-converting landing page for your own nonprofit, it would be wise to hire a web design agency that has first-hand experience with the nonprofit industry.

At Canadian Digital Consulting, we know the importance of your nonprofit cause & how landing pages can help you get closer to your goal. And, we love nothing better than partaking in something that makes a real impact on the world. So, if you need a hand, don’t hesitate to reach out!