How to Build a Recurring Giving Landing Page

A strong landing page is a key part of any recurring giving program. When visitors land on this page, it will help determine whether or not they decide to become a recurring donor. Your recurring giving landing page should be clear, concise, and creative. 

Name Your Recurring Giving Program

First, give your monthly program a name. This will strengthen its brand and show your donors that they’re part of something special. Name the program something that aligns with your broader nonprofit brand or goal. For example, Pencils of Promise calls their program “Passport,” Liberty in North Korea calls theirs “Liberty,” and charity:water calls theirs “The Spring.” By branding your monthly giving program, you emphasize the element of community and by showing your monthly donors that they’re part of something bigger than themselves, you make them feel more valued.

Use Social Proof

Second, on your recurring giving page, consider using social proof. Social proof is a powerful psychological and social phenomenon where people assume the actions of others in an attempt to reflect the correct behavior in a given situation. In essence, this means people do what they see others do. In order to leverage this phenomenon, include testimonials and photos of current monthly donors and their names, or say something like, “You’ll be the X member of our program.” Testimonials are persuasive forms of social proof because they embody an element of storytelling, and stories build trust and credibility with your donors. 

Define Impact Levels

Next, make sure you have clearly defined impact levels. Utilize impact blocks that are beautiful and concise with visuals and text to show visitors the specific ways their monthly gift makes an impact. Donors want to know exactly where their money is going and impact blocks make the connection between a donation and the difference it makes. You can use them to increase trust and transparency to your donors by showing how different amounts will be used towards your nonprofit’s overall mission. Also, consider using the word “investment” to indicate that a recurring donation makes a long-term difference.

Incentivize Your Donors

Finally, incentivize your donors! Incentives and membership benefits play an important role in attracting monthly donors so create a section that focuses more on the emotionally rewarding side of becoming a monthly donor. Whether that is giving them a welcome gift, quarterly progress updates containing stories from the field, or photos and videos of the children and communities they’ve impacted firsthand. 

Shukri Mohamed