Donation Landing Page
Study project
GOAL: Design a Donation webpage to promote trust and security for donors, and optimizes conversion for monthly recurring donations.
Overall the design was created with accessibility in mind: large, easy-to-click buttons improve usability on all devices. High color contrast (red CTAs on a neutral background) ensures readability and visibility. Minimal distractions in the donation form streamline the process.
Below is a breakdown of the key design decisions:
1. Emotional Impact & First Impressions
The hero section features an image of a child to create emotional connection, paired with emotional messaging.
A contrasting red CTA button ("MAKE A DIFFERENCE") encourages action, and Learn More CTA offers users to get more information. Here is important that CTAs are one of the first elements users see.
2. Seamless Donation Flow & User Control
A three-step donation process (Donate → Details → Payment) is clearly outlined. Simple donation process reduces friction and improves conversion rates. By giving users control over their donation (currency, amount, frequency) increases trust and commitment.
Down below you can find full description of a donation process here.
3. Trust & Transparency to Reduce Hesitation
To build motivation and reassure users that their donation bring real value there are impact metrics with concrete numbers.
Success stories show how past donations have helped communities and to make users feel that they are part of a bigger mission.
A “WE ARE TRANSPARENT ABOUT YOUR DONATION” section answers common concerns. Donors need to feel confident about where their money is going.
4. Promotion of other donation programs
Additional Donation programs are offered in case if a user would feel more relevance to other causes. Learn more button offers to read about the cause and which impact their donation will bring.
The fundraising events section includes real-time progress bars showing how much has been raised. Number of donors is served as a social proof because people are more likely to donate when they see others doing the same. Goal-tracking progress bars create a sense of urgency—users feel motivated to contribute before the goal is reached.
Here is a breakdown of a full Donation Flow
A three-step donation process is clearly outlined to reduce friction and improves conversion rates. On the first step, Users can choose donation frequency, currency selection allows flexibility, and predefined donation amounts offer quick choices while allowing customization, hence encourages users to donate more by framing amounts in an easy-to-choose format. I believe, by giving users control over their donation it increases trust and commitment.
After a User selects preferences, the next step is to fill in Personal details. It is important to ask only the most relevant information, so a User does not get impression of too complicated process and does not abandon it halfway.
The last step is choosing payment methods. Here important to outline that the payment is secured by adding a security badge. Users donation amount is clearly visible and side image with a strong impact statement: "$70 monthly could provide drinkable water to 10 children" reassures users that their donation has real value. For card payment it is requested to fill in minimal required fields to reduce cognitive load.
After the payment, there is a confirmation of successful donation and gratitude message to make sure that a User feels appreciated. Also there is description of how the donation will be used. CTA New Donation will return to the default donation window (1st step). And the Share button allows the User to share their donation on their social medias: once clicked on Share button there will appear Instagram, Facebook and X icons, after clicking which they can proceed sharing it with that expanding the awareness.