#GivingTuesday is just over two months away — and it's not something you should wait until the last minute to prepare for. It requires its own marketing initiatives, social media hashtag, and of course, it's own landing page.
That's right — the biggest "don't" for #GivingTuesday is to direct donors to that same old annual fund page that's always up on your website. You need to create something new and fresh that is proven to increase conversions.
Here is a simple, six-step guide for building a #GivingTuesday landing page that yields maximum results with minimum effort.
Step 1: Remove your main navigation and footer.
Once you've directed someone to your #GivingTuesday landing page, you don't want to distract them and send them elsewhere. You want to control their behavior. Therefore, removing your main navigation and footer from your #GivingTuesday landing page is critical to increasing conversion rates — just ask Career Point College, who increased conversion rates by 336% after removing their top navigation.
Step 2: Write compelling content.
Since we're not letting landing page visitors go anywhere else on your website, you better say something great — right? Let's talk value proposition.
Your landing page's value proposition has three key components:
- The leading value proposition: An headline, roughly 6-10 words in length that is intended to keep visitors on the page. (Hint: don't make it #GivingTuesday at School Name. We know, that's why we're here.)
- The secondary value proposition: This is your sub-headline, a little longer in length, that explains why someone should donate, and what their benefit will be.
- The list of benefits: Following some brief copy, list out the top 3-5 reasons why someone should donate on #GivingTuesday.
Aside from the page's value proposition, you also have the following page copy to consider:
- Body copy: Write something with personality that supports the end goal of the page: to inspire a donation. Keep it short and sweet, as no one really reads anymore.
- Form headline: Above your form, add a quick headline that describes what they get when they fill out the form. (Hint: Don't just write "Donate.")
- Form button: The goal of the button is to get clicked. So don't have it just say "Submit."
10 Strategies for Engaging Donors Whitepaper
Step 3: Add media that supports the page goal.
Do you have a a video or photos that show how their donation benefits your school? Make this the focal point of your page, coming above the page's body and list of benefits.
Step 4: Bring in the social proof.
Late November is a tricky time of year for donations. Of course, 'tis the season for giving, so donors are more likely to open their wallets. But, life is expensive, and most donors have to make choices about who they give back to.
#GivingTuesday is all about being social. Social proof is essential for gaining the support of donors who might not give back otherwise. Create a #GivingTuesday hashtag specific to your school's campaign, and encourage donors to share why they donate on their own personal social networks using the hashtag. Then, using embedded social media feeds, bring in all the tweets and posts from donors around the world sharing their story as to why they give.
Finalsite Feeds, our new social media tool, allows you to aggregate and moderate all the posts associated to a particular hashtag from more than 15 different sources — AKA social networks. If you use Finalsite Composer, contact your Client Success Manager about our new social media tool, Finalsite Feeds.
Step 5: Embed a short, non-threatening form.
You're already asking for money — so don't ask for a huge investment of time, either. Keep the form short by simply asking for:
- First and last name
- Donation amount
- Gift designation (athletics, faculty, etc).
Using Finalsite's Forms Manager, you can quickly create this form, and bring it into your landing page using the Forms element or the embed code.
Step 6: End with a Shareable "Thank You" Page
When you use Finalsite's Forms Manager, you will also be able to create a custom redirect for your form submissions. Use this opportunity to create a "Thank You" page that thanks donors for their contribution.
Encourage donors to share the thank you page by adding social sharing, which allow page visitors to share the page on the social network of their choice in just a couple of clicks.
If you use Finalsite Composer, enable your social sharing buttons on a particular Theme, and then on your individual page, here:
On the thank you page, consider having a couple of the same elements you had on your landing page, including:
- Photos or video
- Social proof
And, add couple new elements:
- A CTA to Donate — only if you want to use the Thank You page as a marketing piece using social sharing buttons
- A thermometer about how close you are to your goal
Pulling it all together
Building your landing and "thank you" pages in Composer is pretty easy. For the purpose of this blog, I consulted with Aaron Schorn, the webmaster at Hawai'i Preparatory Academy, who let me use HPA's website to build out this new #GivingTuesday landing page.
First, I created a new banner without navigation, which was fairly easy. I cloned HPA's primary "Top" navigation banner, and then deleted everything but the logo. I re-named it "Top-No Navigation," so that it could be used on any other landing page.
Heading into the Giving section of the site, I created a new page called #GivingTuesday, and then made the Page Layout and Appearance settings to be the following:
- Header: Top - No Navigation
- Footer: None
- Left and right banners: None
Now it's time to build the page!
First, add a content block to the first panel. This block will hold your primary and secondary value proposition.
Then, in your left panel, first add your multimedia. You can embed a video from Vimeo, YouTube, or Multimedia Manager. HPA has a ton of amazing videos on their YouTube, so I used the YouTube element in their left panel. Below your multimedia, add your body copy and supporting list of reasons to donate.
In the bottom panel, bring in your social proof using Finalsite Feeds, or the social media elements available to you in Composer.
#GivingTuesday landing page success! Check out the live version here.
And, for tips and best practices for Thank You pages, read this blog post.
ABOUT THE AUTHOR
As Finalsite's Content Marketing Manager, Mia plans and executes a variety of inbound marketing and digital content strategies. As a former TV and news reporter, freelance cinematographer and certified inbound marketer, Mia specializes in helping schools find new ways to share their stories online through web design, social media, copywriting, photography and videography. She is the author of numerous blogs, and Finalsite's popular eBook, The Website Redesign Playbook.