donation-page-copy

name	donation-page-copy
description	Writes donation page copy with urgency, impact framing, recurring giving encouragement, and trust signals.
allowed-tools	Read Write Glob
metadata	{"author":"matthewhitcham","version":"1.0"}

Donation Page Copy

When to Use This Skill

Use this skill when you need to:

• Write copy for an online donation page that converts visitors into donors
• Create impact-framed giving levels with urgency and trust elements
• Optimize an existing donation page for higher conversion and recurring giving
• Build donation page copy for campaigns, year-end drives, or evergreen giving

DO NOT use this skill for fundraising letters, grant applications, or crowdfunding campaigns. This is specifically for the donation page where the transaction happens.

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Core Principle

A DONATION PAGE HAS ONE JOB: REMOVE EVERY BARRIER BETWEEN THE VISITOR'S DESIRE TO HELP AND THE COMPLETED TRANSACTION — EVERY WORD MUST EITHER BUILD CONFIDENCE OR REDUCE FRICTION.

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Phase 1: Brief

Required Inputs

Input	What to Ask	Default
Organization	"What is the organization and mission?"	No default — must be provided
Page type	"Evergreen donation page or campaign-specific?"	Evergreen
Giving levels	"What donation amounts do you want to suggest?"	$25, $50, $100, $250
Impact statements	"What does each dollar amount accomplish?"	No default — must be provided
Recurring giving	"Do you want to encourage monthly giving?"	Yes
Trust signals	"Any ratings, certifications, or transparency badges? (GuideStar, Charity Navigator)"	None available

GATE: Confirm the brief before writing.

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Phase 2: Page Structure

Donation Page Architecture

1. Headline — emotional, benefit-driven, 8 words or fewer
2. Sub-headline — one sentence expanding on the headline
3. Impact statement — what donations accomplish (2-3 sentences)
4. Giving levels — pre-set amounts with impact descriptions
5. Recurring toggle — monthly giving option with framing
6. Custom amount — option for donors who want a different amount
7. Trust signals — ratings, transparency data, security badges
8. Donor info form — name, email, payment (keep minimal)
9. Dedication/tribute option — give in someone's honor
10. Social proof — donor count, recent gifts, testimonials

Giving Level Design

| Amount | Impact Statement | Recommended Default |
|--------|-----------------|-------------------|
| $25 | [Tangible outcome] | |
| $50 | [Tangible outcome] | Yes (pre-selected) |
| $100 | [Tangible outcome] | |
| $250 | [Tangible outcome] | |
| Other | "Enter your amount" | |

Pre-select the middle option. It anchors expectations without intimidating.

GATE: Present the page structure for approval.

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Phase 3: Write

Copy Elements

Headline Options (pick one):

• "Give [Outcome] to [Beneficiary]"
• "Your Gift Changes Everything for [Beneficiary]"
• "[Number] [People] Are Counting on You"

Sub-headline: One sentence that connects the donor's action to the outcome. "When you give today, you [specific impact]."

Impact Section:

Every dollar you give goes directly to [mission]. Here is what your gift makes possible:

$25 — [Specific, tangible outcome]
$50 — [Specific, tangible outcome]
$100 — [Specific, tangible outcome]
$250 — [Specific, tangible outcome]

Recurring Giving Frame:

## Become a Monthly Giver
Monthly gifts provide stable funding that lets us plan ahead and serve more [beneficiaries].

$25/month = $300/year = [annual impact]
$50/month = $600/year = [annual impact]

Monthly donors receive: [quarterly impact updates, exclusive content, recognition]

Trust Signals Section:

## Your Gift Is Safe and Effective
- [X]% of funds go directly to programs
- [Rating/certification if available]
- Secure payment processing via [Stripe/PayPal]
- Tax-deductible — you will receive a receipt immediately

Social Proof:

Join [X] donors who have already given this [month/year].
"[Short testimonial from a donor about why they give]" — [Name, City]

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Phase 4: Polish

1. Conversion Optimization

## Page Optimization Checklist
- [ ] Page loads in under 3 seconds
- [ ] Form has 5 or fewer fields (name, email, amount, payment)
- [ ] Pre-selected amount is the middle tier
- [ ] Monthly giving is presented as the default or prominently featured
- [ ] Mobile experience is seamless (50%+ of donations are mobile)
- [ ] Confirmation page thanks and shows impact
- [ ] Auto-receipt email triggers immediately

2. Thank-You Page

After donation, display:

• Heartfelt thank-you message
• Specific impact of their gift amount
• Social sharing buttons ("Tell your friends")
• Option to make it recurring (if one-time)
• Link to the impact report

3. A/B Test Ideas

• Headline: emotional vs. data-driven
• Default amount: $25 vs. $50 vs. $100
• Monthly vs. one-time as default selection
• With donor testimonial vs. without
• Photo of beneficiary vs. no photo

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Example 1: Education Nonprofit Donation Page

Headline: "Give a Child the Gift of Reading"
$25 — Provides 5 books for a classroom library
$50 — Funds one month of after-school tutoring
$100 — Sponsors a student for one semester
$250 — Fully funds one child's reading program for a year
Monthly frame: "$25/month means one child always has a tutor waiting"

Example 2: Animal Rescue Donation Page

Headline: "Save a Life Today"
$25 — Feeds a rescued animal for one month
$50 — Covers vaccinations for one animal
$100 — Funds emergency veterinary care
$250 — Sponsors a full rescue and rehabilitation
Trust signal: "98 cents of every dollar goes to animal care"

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Anti-Patterns

• Too many form fields — every extra field reduces conversions. Name, email, payment. That is it.
• No impact framing — "$50" means nothing. "$50 feeds a family for a week" means everything.
• Burying recurring giving — monthly donors are 5x more valuable over time. Feature this prominently.
• No trust signals — donors need to know their money is safe and well-used. Show security and transparency.
• Slow page load — every second of load time drops conversion by 7%. Optimize relentlessly.
• Generic thank-you — "Thank you for your donation" wastes the highest-engagement moment. Show specific impact and encourage sharing.

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Recovery

• No impact data available: Estimate based on budget. If you spend $100,000 on programs serving 500 people, each person costs $200 to serve. Frame donor levels accordingly.
• No trust signals or ratings: State the program expense ratio. "X cents of every dollar goes to programs" is a powerful trust signal you can calculate yourself.
• Low recurring giving rate: Test defaulting to monthly, framing the annual impact, and offering a small incentive (quarterly updates, donor badge).
• Page exists but converts poorly: Audit against the checklist. The most common issues are too many form fields, no pre-selected amount, and missing impact framing.