More than 70,000 Campaign Pages have received donations through our fundraising platform since October 2017, when we launched our Campaign Pages product. During that time and over those many pages, we've learned a lot about what makes them tick.

In this article, we’re focusing on a trio of key Campaign Page elements that we believe play an especially important role in eliciting more generosity from donors:

• images
• campaign description
• use of an associated Text-to-Donate text code.

We’ll share data, advice and resources about how each one can help you optimize your Campaign Pages.

More complete pages = more donations

By far the biggest takeaway is this: The more complete a Campaign Page, the more likely it is that donors will give.

We've designed, studied and offer a handful of features that can appear on or be connected with your Campaign Pages. We know they make a difference. Some help meet donors' desires for well-presented details about a campaign without being overwhelming, while others serve as reliable access to the campaign when donors are ready to give. 

Examples of helpful information on Campaign Pages:

• nonprofit’s logo
• images and/or videos
• campaign description (bullet number 4 in link)
• goal-tracking thermometer
• list of recent donors (bullet number 9 in link)
• impact stories about how each donation amount matters

Examples of secure methods for reaching Campaign Pages: 

• Text-to-Donate text code
• Peer-Based Fundraising pages
• social sharing buttons

Our three key elements

Images

Every Campaign Page has two places for compelling imagery: what we call the primary image, in the prominent position at the top of the page, just above the campaign description; and within the campaign description. Both of these positions can handle video, but an image is only possible in – and best suited for – the primary position.

Of note: 

• When you choose to place an image (by selecting “Image" under your Campaign Page’s Primary Media), if you don’t upload anything, your Campaign Page pulls from your Core Profile’s Primary Media. If none exists there, a default placeholder image is used (see version B above), adapting to your brand color or campaign color, if set. 
• Choosing "No media" leaves the space blank (see version C). You can switch to "No media” at any time, although once you upload an image, you can replace it, but not remove it (thus, you can’t revert to the default placeholder).

Data

Data tells us that:

• How many? 72% of Campaign Pages since January 2023 have an image.
• How well? Campaign Pages with images perform 39% better than those without.

Advice

That whole pictures-tell-a-thousand-words thing. They really do. They convey and evoke complex emotions that motivate donors quickly and deeply, especially donors with limited time or attention.

Choose pictures that prompt strong emotional reactions. They can capture a meaningful moment in time, the essence of a story or the kernel of a feeling. The goal is to help donors place themselves in that time or story, or remind them of a particular feeling, compelling them to contribute.

Don’t miss out on other places to append images that round out the power of a campaign’s message. Specifically, Campaign Pages also allow smaller images that illustrate “impact stories” at each level of pre-set donation. 

Resources

• Read our ultimate guide to designing successful Campaign Pages, which includes a section about adding compelling imagery.
• In our step-by-step guide to building a Campaign Page, check out the “Branding your campaign” section for bullet number 3 about adding a primary image.
• To use images with impact stories, review the “Add donation amounts and impact stories” section of the step-by-step guide. Also read more about them in the “Impact stories images” paragraph of our ultimate guide.
• See great examples of past and present Campaign Pages with descriptions about why they stood out to us. Check out yet more in our LIVE-ly Campaign Pages series. 

Campaign description

Every Campaign Page has space for a description of the campaign, called “Page description” in the Nonprofit Admin Portal. 

Of note: If our system finds no “Page description,” it automatically pulls the contents of your Core Profile description, called “Your Mission Statement” in the Nonprofit Admin Portal. We urge you to complete this description (bullet number 2 in the link) as an important fallback.

Data

Data tells us that the vast majority of Campaign Pages have a “Page description.” (As stated above, even a blank description will trigger automatic use of your Core Profile description, although that may not be perfectly suited to your campaign.) 

• How many? 80% of Campaign Pages since January 2023 use descriptions with more than 300 characters.
• How long? The average campaign description is around 900 characters.

Advice

Most donors crave knowledge about the campaigns they are considering supporting. The absence of information could deter them, but a lengthy treatise is likely overwhelming. Descriptions also help ensure that donors give to the correct campaign. Mistakes do get made and the more you can differentiate your campaigns, the better.

There’s no ready formula for determining the right number of words to describe a campaign. Some campaigns simply do not require as much explanation as others to succeed. “Enough but not too many” words is the goal. 

Keep the descriptions clear and get to the point. 

• Focus on the core story – the stars, the challenge, the solution and the transformation.
• Add a tagline and clear goal.
• Mention the possibility of special circumstances such as matching gifts and deadlines.
• Never skip the call to action

Employ creative formatting. You can use weblinks, bullets, italics, bold and more. And, of course, you should coordinate your words with striking imagery (see the section above about “Images”).

Don’t miss out on other places where words can help donors understand the value of their generosity. Campaign Pages also allow “impact stories” for each level of pre-set donation. 

Resources

• Review our ultimate guide to designing successful Campaign Pages, which includes a section about writing a clear statement.
• In our step-by-step guide to building a Campaign Page, dig into the “Fill in campaign basic information” section for bullet number 4 about the page description.
• To build out evocative impact stories, review the “Add donation amounts and impact stories” section of the step-by-step guide. Also, read more about them in the “Impact stories images” paragraph of our ultimate guide.
• See great examples of past and present Campaign Pages with descriptions about why they stood out to us. Check out yet more in our LIVE-ly Campaign Pages series.

Text-to-Donate text codes

Text-to-Donate is our free, mobile-first method for capturing contributions when donors are on the go. Donors text a custom text code, which returns a link to a secure fundraising page through which they give. These text codes are unique to the nonprofits that create them and to the campaigns they support.

Custom text codes never expire and allow for unlimited use of our special Give Lively short code, 44321, with free associated text messages.

Importantly, Text-to-Donate is not the same as "Text to Give.” The latter involves sending a text message with a donation amount to a unique short code. The donation amount is then automatically charged against a card on file with an involved organization. We power Text-to-Donate, not Text-to-Give.

Data

Our data tells us that:

• How many? 30% of Campaign Pages since January 2023 have a Text-to-Donate text code associated with them.
• How well? Campaign Pages with associated text codes perform 34% better than those without.

Advice

Set up Text-to-Donate as an additional and convenient way for donors to give, even when they’re not seated at a computer. It is a ready and trusted way to encourage philanthropy at any place and anytime, including live events, in transit or anywhere people see your text code. 

Carefully choose Text-to-Donate text codes that remind donors about your nonprofit and/or its campaigns. Text codes can identify your organization or who your organization helps, or be related to the beneficiaries or actions of your campaign theme, and more. (See several text code samples.)

Explore a multichannel approach to spotlighting your text code. There are many creative and imaginative ways to spread the word: social media, websites, pictures and videos, print materials, traditional advertising (such as billboards), blogs, livestreaming, through your boards (directors and advisory) and more. Experiment with some or all of them.

Resources

• Get an overview of Text-to-Donate.
• Read our ultimate guide to making the most of Text-to-Donate, which includes best practices and examples of how it can be implemented as a vital part of a fundraising strategy.
• Follow our step-by-step guide to setting up Text-to-Donate.
• Understand what a Text-to-Donate short code is and how it works.
• Absorb our ultimate guide to using Text-to-Donate (and Live Display) at events.
• See great examples of past and present uses of Text-to-Donate with descriptions about why they stood out to us.