Create Personalized NFP Landing Pages: Not for Profit Transformation Series

This is the fifth article in our eight-part series dedicated to helping NFPs develop data-driven marketing and advertising strategies to drive sustained donation growth.

December 17, 2021

Learn how implementing a tailored page for each initiative can help maximize your marketing and advertising investments.

Previously in this series, we discussed that donation growth comes from personalization driven by the right first-party data strategy, how NFPs can develop initiative “flags” in their marketing warehouses to enable personalization through data, and the importance of ad creative personalization.

In this article, we will address the importance of landing page personalization. Landing pages should reflect the initiatives or “interest” themes that you will define for each donor in your core database—and high-performing, tailored landing pages help monetize the click you just paid for. 

Example: Landing Page Personalization

Let’s use the example of UNICEF USA to explain how we see landing page personalization as part of an NFP’s first-party data strategy, using a donor journey as the framework:

High CTRs without a corresponding high CVR doesn’t deliver the donation funding you need—or a solid return on ad spend (ROAS). Additionally, the insights that you gain as it relates to landing page conversion can be applied across all of your campaigns (including email and direct mail) where a conversion landing page is used as part of your CTA. Essentially, your ad testing can inform your non-advertising campaigns.

Common Challenge: Lack of Efficient Creative Production at Scale

Dynamic creative and tailored landing pages go hand-in-hand as they are part of the same experience path for donors. It’s one thing to capture their interest with a well-crafted ad that speaks to their heads and hearts and generates clickthrough, but the real battle for their attention (and their wallet) happens on the landing page after the ad click. 

As with dynamic creative, many agencies and NFPs they service lack the flexible tools to create effective landing pages at scale. As most marketers know, landing page conversion is contingent on multiple variables such as visual creative, headline and copy, social proof, form size and placement, value exchange and more. Effective design for conversion is challenging for a single landing page. Now multiply that by a dozen (or dozens) of landing pages to support broad ad testing across multiple interest-based audience segments. 

Getting it Right

Landing pages offer more real estate than a display ad or social media ad to tell a compelling story—whether through copy, images or embedded video frames. Creating the right balance of emotional connection to evoke empathy is crucial to triggering a donation response. This includes visual images aligned with donation impact statements. It sounds difficult—but it doesn’t have to be with an experienced partner and the right tools: 

When executed correctly, aligning landing pages to personalized ad creative and then testing combinations as part of ongoing conversion optimization should result in higher click-through rates (CTRs), higher conversion rates (CVRs), and ultimately higher return on ad spend (ROAS).

In Summary

Personalized landing pages play an important role in NFPs connecting with their donors at an emotional level. If the landing page speaks to the needs of the donors who view that landing page, the conversion to a donation generated from that landing page should be much higher than if the click went to a generic donation page.

If you’d like to to delve deeper on NFPs, we encourage you to read our NFP Manifesto as well as our latest research on reaching Millennial Donors.

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Reaching Millennial Donors

Want to gain a deeper understanding of how and why Millennial donors 25-35 years of age give to social causes? Start with our 2021 Research Report, created in partnership with Aspen Finn.