Fundraising landing pages are the gateway for potential new givers to take that next step in the donor journey and make a financial gift to your organization or ministry. Many people think that if they have a slam-dunk digital creative ad with compelling copy and jaw-dropping imagery, online users will immediately stop scrolling, click on their ad, and give to their campaign. And sometimes that does happen. Other times, what happens is users land on the giving page and decide to end their journey there. But why though?
Too often, marketers and fundraisers “put all their eggs” into the ad creative basket without also taking into consideration the final step that will seal the deal and acquire a new name for your donor database. That’s why it’s critical to initiate A/B testing and optimization into the process earlier rather than later, so you can run data-driven experiments for insights into giving behavior (or lack thereof).
So, what are some ways you can optimize your fundraising landing pages for donor conversion?
- Test headlines. Sometimes, your header text might throw someone off because they do not understand what they are giving to or how their donation will be used. “Help Families in Need” is a somewhat vague headline and does not specify how funds will be used. You could run a test where you create one version of the donation page with the standard headline and another version that provides more context for the cause: “$20 Feeds a Family of Four for a Month.”
- Test photos/imagery. The graphics and images you use on your donation pages should complement those featured in your ads for clarity and consistency. However, do test different photos on the landing pages to see how they resonate with users and if they impact the decision to donate. For example, a pro-life pregnancy center raising funds to help women and their unborn babies receive quality care and tangible items may feature a photo of a pregnant woman on one donation page and a photo of little baby feet or a newborn baby on another page to see if one photo prompts the likelihood to give over the other.
- Test call-to-action (CTAs). Your landing page’s call to action should be clear and concise, leaving no room for confusion on the user’s part. And how you phrase your CTA can influence the average gift given toward your specific campaign or cause. Using language such as “Your best gift of any amount” versus “Your gift of $25 or more” will allow you to see if there is an uptick in gifts or dollars raised by comparing the performance of each.
Rule of thumb when incorporating A/B testing into your fundraising strategy: Always test one variable at a time. If you introduce multiple test variants, you risk not being able to identify which factors or elements contribute to your gift-giving metrics. Plan now to use A/B testing in your upcoming fundraising campaigns!
Let Infinity Concepts help you create an A/B testing strategy to increase conversion rates on your fundraising landing pages!
CLICK HERE or call us today at 724-733-1200.
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