Writes donation page copy with urgency, impact framing, recurring giving encouragement, and trust signals.
Use this skill when you need to:
DO NOT use this skill for fundraising letters, grant applications, or crowdfunding campaigns. This is specifically for the donation page where the transaction happens.
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.
| 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.
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
| 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.
Headline Options (pick one):
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]
## 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
After donation, display:
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"
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"