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For an animal shelter or rescue group, an effective online fundraising page makes the need, the intended use of gifts, and the steps to donate clear at a glance. Keep the appeal and donation form aligned, make giving easy on phones, explain one-time and recurring gifts plainly, and test what happens to a gift after a donor submits it.
Start with one clear purpose
Choose the campaign’s primary purpose before writing the page: for example, support a specific rescue effort, shelter program, or general operating need. State what donations support and make sure the headline, story, suggested amounts, and form all reinforce that same appeal. Bloomerang’s online donation form guidance and Blackbaud’s donation page best practices both emphasize a clear purpose and understandable giving process.
Describe the use of funds accurately. If a gift can support more than one need, explain how the organization will decide where it goes. Avoid attaching a precise outcome to a suggested amount unless the organization can substantiate that claim.
Make the appeal and donation form work together
Donors should not have to interpret conflicting messages between the appeal and the form. Keep the campaign name and purpose visible as people move into the giving flow, and make any designation or fund choice understandable. Suggested amounts can help donors choose, but explain any stated impact responsibly rather than implying every gift buys a guaranteed result.
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Explain frequency and amounts
Label one-time and recurring gifts clearly. If recurring giving is offered, state the cadence—such as monthly—before the donor submits the form, and make the selected frequency easy to see and change. Make the meaning of suggested amounts clear, including whether the amount recurs or is a one-time gift.
M+R Benchmarks 2025 reports that monthly giving accounted for 31% of online revenue in 2024 among participating organizations. In the same benchmark, 78% of participants said their main donation form included language or a feature encouraging recurring giving. These are sector observations, not a forecast for an individual animal nonprofit. M+R also found that participating organizations’ main forms preselected one-time giving 64% of the time, monthly giving 35%, and annual recurring gifts 1% of the time. Those are reported practices, not a universal prescription; choose a default that fits the campaign and make it straightforward to change. See M+R Benchmarks 2025 findings.
Reduce friction without collecting unnecessary information
Every field should have a purpose, such as processing the gift, sending an acknowledgment, supporting stewardship, or meeting an applicable requirement. Remove fields that do not serve a clear need, but do not assume there is a universal ideal number of fields: Blackbaud’s guidance supports purposeful form design without establishing one.
Show payment and trust information where donors need it, and ensure the page reflects the organization’s identity and policies. A donor should be able to understand what they are paying, which organization is receiving the gift, and how to get help if something goes wrong. Review payment methods and recurring-gift controls as part of the form, not as an afterthought.
Check the complete experience on phones and desktop
Test the live page on common mobile screen sizes as well as desktop. M+R publishes device-level website performance benchmarks, while Bloomerang recommends forms that work across computers, phones, and tablets. Neither replaces your own analytics: a nonprofit needs its page’s device-level results to see where visitors encounter problems. See M+R website performance benchmarks.
- Check that text is legible, buttons are easy to tap, and the donation form fits the screen without awkward horizontal scrolling.
- Confirm the page loads promptly and that errors are understandable and recoverable.
- Complete a test gift on each device type and verify the payment confirmation and acknowledgment.
- Check that the selected designation, gift amount, and frequency remain correct through submission.
Verify where gifts go before launch
A donation page is part of an operating process, not just a web page. Before launch, confirm that the selected campaign or fund reaches the intended destination, payment processing works, donor records are created or updated correctly, acknowledgments are appropriate, and the gift can be reconciled with accounting records.
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- Review each designation and confirm its mapping to the organization’s fund or campaign records.
- Check payment processing, receipt language, and the organization’s applicable acknowledgment policies.
- Confirm the handoff to the donor-management system or CRM, including the information staff need for stewardship.
- Where operationally appropriate, make a small test transaction, follow it through the records, and verify the reversal or refund path.
Blackbaud’s donation page guidance discusses form design and platform capabilities, including integrations. Your own team still needs to verify that the actual payment, donor-record, and accounting handoffs work together.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Measure results on your own page
Track visits and completed gifts, then review results by device, campaign, gift frequency, and traffic source when your analytics allow. Useful measures include completion rate, average gift, and revenue, interpreted in the context of how visitors arrive and what the appeal asks them to support.
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M+R’s benchmark results describe participating organizations, not a universal target for a shelter or rescue group. Treat them as context, then use your own page data to find possible friction points. A before-and-after change alone does not establish that the change caused a performance difference; use a controlled test when you need to compare alternatives.
Choose a fundraising platform by workflow fit
Compare platforms using the same criteria rather than choosing on a single feature or headline claim. Bloomerang and Blackbaud discuss relevant donation-form and platform capabilities, but their guidance does not establish a neutral, current vendor ranking or verified prices.
Quick Recap
- Total fees and payment-processing costs.
- Access to donor and transaction data, and the ability to export it.
- Recurring-gift support and donor self-service options.
- Mobile form quality and available payment methods.
- Integration with the organization’s CRM, donor records, and accounting workflow.
- Accessibility, support, and practical options for moving data if the organization changes providers.
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