Looking to spruce up the giving section of your website to increase donations and engagement without a huge time investment?

Sometimes small changes can make a big impact, so in this blog, we're sharing some school fundraising ideas and quick ways to improve your giving campaigns and donation pages.

Most fundraising pages for schools feature content that falls into two major categories:

1. Transactional information about what to donate to your school
2. Why-to-give marketing material

Including both types of content improves the whole experience, and with some inspiring examples from other schools, you'll see it's not hard.

Advancement pros know that many large gifts are obtained from person-to-person fundraising efforts, not website-to-person, but making the case usually happens before the visitor gets to the site. After all, prospective donors aren't just randomly surfing the web, wondering what's happening on the giving section of their alma mater or child's school. Personal outreach, great social media content, word of mouth, and compelling marketing are what drive them to your school's website.

Once we have a donor's attention, put your best foot forward and make a fabulous impression, leaving no doubt that they want to get involved, give, and give BIG!

1. Craft an action-word-packed navigation

In this age of short attention spans, words matter more than ever. You've got only a brief opportunity to grab attention and make the case, so choose those words wisely. Typical navigation we see looks like this:

A navigation like this conveys the school really only values gifts. Why not consider this more spirited, compelling, prospect-focused model?

This navigation from Presentation High School in San Jose, CA tells a potential donor they care and share what their gift supports, how to get involved, and genuinely makes it look like getting involved is fun! This navigation sees your school from the constituent's perspective, not from your org chart's perspective. Your constituents don't care if events are handled by different staff members from donations. A simple landing spot for everything they need keeps them moving towards engagement.

2. Make a better first impression

A better first impression online is more important than ever, as it may be the only way for prospective donors to engage.

An Annual Report is nuts-and-bolts transactional., but a "Gratitude Report" is heartwarming.

What you write on a school fundraising page matters, and this example from Rowland Hall has transactional information but also tells the story in a visually dynamic and engaging way with its Impact Report.

Montclair Kimberly Academy highlights the "power of giving," showcasing the meaning of a gift, ways to give, and helpful answers to questions about giving.

4. Give donors what they want

While that alumna is registering for an event, why doesn't the event registration form prompt her to make her annual fund gift at the same time? While she's making a gift, can she easily see upcoming events in her region or have an opportunity to submit a memory, a class note, or a tribute to a teacher? These opportunities for engagement on Emma Williard School's alumna pages make reunion giving and donor engagement easier than ever.

5. Never forget the "why"

Constantly remind the donor why they should give, who the gift benefits, and what the gift accomplishes.

For example, on a tuition page, yes, tell them what it costs, but also convey why that huge investment is worth it. That same concept applies to your Giving section — show how even a small donation can help raise money and reach a fundraising goal.

This example from the capital campaign pages at Corbett Prep prompts engagement with clear reasons to "support lifelong learning" and the multiple ways to give.

Why make a giving form text-only? Include a gorgeous photo of students, as The Harvey School does, or a teacher engaged with a student or students in your new Makerspace studio. These small additions could liven it up and help the donor raise funds, give more, and feel awesome about their gift.

Consider a "Why I Give' feature, like this example from Germantown Friends School. This section features images, quotes, and success stories from real donors and lets the prospective donors see themselves as part of a real community. The stories from grandparents, alumni, teachers, and parents of alumni convey the importance of this school's community and appeal.

6. Encourage more donors to join

We all know people like to be part of something bigger than themselves. If giving is about people, why are so many Giving pages 100% text and zero people?

St. Mary's School's Guide to Engagement and Philanthropy outlines how to contribute to its annual giving campaign and how donors can make a meaningful difference in the school community.

Time is money, and Far Hills Country Day School knows the value of someone's time and efforts. That's why they've included a form for folks to express their interest and spend time volunteering at events throughout the year.

Key Takeaway

Most of your prospective donors don't actually see those happening every single day like you do. Let them see it, feel it, and be part of it — on every page of your giving section.