Learn how to create personalised donation pages
We're hosting small-group sessions on how to build Personalised URLs—a game-changer for Tax Appeals.
Learn how to create personalised donation pages
We're hosting small-group sessions on how to build Personalised URLs—a game-changer for Tax Appeals.
Right now, you're deep into crafting your fundraising story and shaping your case for support. You already know how crucial your EOFY appeal is to your charity’s success—and you're probably working hard to make every detail count.
But with so many donors shifting online, you might be wondering if your digital donation page is optimised to deliver the results your cause deserves.
We’ve spoken with individual giving fundraising leaders to find out exactly what’s working—and we've used their insights to create a tax appeal donation template that supports your strategy, enhances your message, and maximises your results.
Why we created this template
Your tax appeal is one of the most significant campaigns you’ll run all year. In fact, for some Australian charities, over 40% of their individual giving income (excluding regular giving) comes in during this critical period.
You’re likely seeing that while direct mail still plays a vital role, more and more supporters now prefer to donate online—even after receiving a direct mail pack.
Some nonprofits tell us that now up to 75% of tax-time donations arrive via digital donation pages.
That’s why we built this template—to give your donors a seamless, emotionally engaging experience when they choose to donate digitally. It’s designed specifically for individual giving tax appeals (not P2P or other campaigns), helping you:
- Tell your powerful story clearly and concisely.
- Reinforce the urgency of the EOFY deadline.
- Personalise donor experiences to boost results.
- Simplify the giving process with impact-driven amounts.
Where this page fits into your strategy
Your donation page is the final, crucial step in your carefully crafted donor journey. You've invested effort into your appeal story, direct mail packs, and email communications—this digital page makes sure all that hard work converts into actual donations.
We know from experience that over half of tax-time donations typically come in the last week of June—with June 29 and 30 often being your busiest days.
Because of this surge, it’s vital that your page is optimised for conversions and able to handle heavy donor traffic smoothly.
Designed to help your donors give generously
We’ve taken insights from successful Australian tax appeals and built them into every part of this template, helping you confidently guide donors to give:
A compelling hero section
- Full-width emotive imagery to instantly connect.
- Clear, urgency-driven headline supporting your campaign narrative.
- Warm subheading reinforcing your donor’s role in creating impact.
Conversion-driven donation form
- Optional sticky donation widget for easy access.
- Minimal navigation to keep donors focused.
- Pre-selected, personalised suggested donation amounts.
- Prominent messaging around tax-deductibility and urgency.
Focused storytelling
- Condensed (2–3 paragraphs) version of your powerful appeal narrative.
- Positioned visibly above the scroll alongside the donation form.
Impact-driven giving amounts
- Suggested donation handles directly linked to tangible outcomes.
- Visual impact blocks further demonstrating how funds create change.
Reinforcing urgency
- Countdown timer can be activated strategically in the final 2–3 weeks.
- Strong, consistent calls to action about EOFY deadlines.
Warm supporter personalisation
- They know your cause, having received your direct mail or emails.
- This page uses personalisation (PURLs) to recognise them, suggest donation amounts based on their past giving, and pre-fill forms to make donating quick and frictionless.
Why personalisation matters
You already know the impact personalised communications have on giving. That’s why this template supports Personalised URLs (PURLs)—helping you deliver the most relevant donor experience:
With PURLs you can:
- Personally greet your donors by name.
- Suggest donation amounts tailored to past giving behaviour.
- Pre-fill donation forms with key donor details, removing barriers to generosity.
(PURLs aren’t automatically enabled in the template—but we strongly encourage setting them up.)
How to integrate this template into your appeal strategy
As the fundraising expert, you know your donors best. Here’s how this template can enhance your existing strategy:
For warm donors
- Use emails and direct mail QR codes to lead directly to your personalised donation page.
- Keep your content concise—your supporters already know your cause well.
- Use PURLs for a smooth, personalised giving experience.
For new or lapsed donors
- Use strong storytelling to quickly introduce them to your cause.
- Promote this page through paid ads, social media, and organic web traffic.
- Align donation amounts with your typical web-giving benchmarks.
Strategic urgency building
- Enable the countdown timer only in the final 2–3 weeks before June 30. (Using it too early can diminish urgency.)
- Consider creating two page variations—one with and one without the countdown—to introduce urgency at the right moment.
Learn how to create personalised donation pages
Request to join a small-group training session.
We'll cover:
- How to effectively use PURLs
- Best practices for personalised messaging
- How to pre-fill donor forms
We customise sessions based on your unique needs and goals—please help us tailor your session by providing a few details about your upcoming tax appeal below.
