| 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.
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.
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.
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.
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]
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
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"
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.
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.
