# Donation Page Copy > Writes donation page copy with urgency, impact framing, recurring giving encouragement, and trust signals. - Skill: `reaperinvest/donation-page-copy` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/donation-page-copy` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/donation-page-copy/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Coding & Dev Tools - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/donation-page-copy --- # 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.