Online donations have transformed political fundraising. What once required expensive direct mail and time-consuming phone banks can now happen instantly through your campaign website. But setting up an effective campaign donation page requires choosing the right platform, integrating it properly, and optimizing for conversions. This guide walks you through everything you need to know about creating effective online fundraising for your campaign.
Why Online Donations Matter for Modern Campaigns
The shift to online giving has democratized campaign fundraising. Candidates without wealthy donor networks can now raise significant funds from grassroots supporters giving small amounts. For local candidates especially, online donations open up fundraising possibilities that simply did not exist a generation ago.
Beyond convenience, online donations offer several advantages:
- Lower barriers: Supporters can give instantly when motivated, without writing checks or attending events
- Recurring giving: Easy setup for monthly donations creates sustainable funding
- Data collection: Capture donor information for future outreach and compliance
- Cost efficiency: Lower overhead compared to traditional fundraising methods
- Rapid response: Capitalize on news cycles and momentum with immediate asks
Choosing a Donation Platform
Several platforms serve political campaigns, each with different features, fees, and political affiliations. Choosing the right platform depends on your party, race level, budget, and technical needs.
ActBlue: The Democratic Standard
ActBlue is the dominant fundraising platform for Democratic candidates and progressive causes. Since its founding in 2004, ActBlue has processed billions of dollars in political contributions.
Key features:
- Express donations for repeat donors (one-click giving)
- Recurring donation management
- Embeddable forms for your website
- Mobile-optimized donation pages
- Comprehensive compliance and reporting tools
- Integration with CRMs and email platforms
Fees: ActBlue charges a 3.95% processing fee on all contributions. There are no setup fees or monthly charges—you only pay when you raise money.
Best for: Democratic candidates at all levels, progressive organizations, and campaigns that want access to ActBlue's large existing donor base.
WinRed: The Republican Alternative
WinRed launched in 2019 as the Republican counterpart to ActBlue. It has quickly become the standard platform for Republican candidates and conservative causes.
Key features:
- Express checkout for returning donors
- Recurring donation options
- Customizable donation pages
- Mobile-responsive design
- FEC compliance tools
- Integration with Republican data and outreach tools
Fees: WinRed charges a 3.8% processing fee plus $0.30 per transaction. Some plans may have additional features with different fee structures.
Best for: Republican candidates at all levels and conservative organizations seeking a partisan-aligned platform.
📌 Key Takeaway
ActBlue (3.95% fee) is the standard for Democrats with express one-click donations for repeat donors. WinRed (3.8% + $0.30) serves Republicans with similar features. Both offer mobile optimization, recurring donations, and compliance tools. Choose based on party alignment.
Other Platform Options
While ActBlue and WinRed dominate partisan fundraising, other options exist for specific situations:
Anedot: A platform serving candidates across the political spectrum, particularly popular with independent candidates and smaller campaigns. Offers competitive fees and good feature set without partisan affiliation.
Donorbox: A general nonprofit fundraising platform that some campaigns use. Less politically specialized but offers flexibility and lower fees for some use cases.
PayPal and Stripe: General payment processors that can accept donations but lack political-specific features like FEC compliance tools. Generally not recommended as primary donation solutions for regulated campaigns.
Setting Up Your ActBlue Account
If you are running as a Democrat or for a nonpartisan race as a progressive, ActBlue is likely your best choice. Here is how to get started:
Step 1: Create Your Account
Visit ActBlue.com and select "Start Fundraising." You will need to provide:
- Your name and contact information
- Your campaign committee name (as registered with the FEC or state)
- Committee address and phone number
- Treasurer name and information
- Bank account details for deposits
Step 2: Complete Verification
ActBlue verifies all campaigns before activating fundraising. This process typically takes one to three business days. Have your FEC or state registration documentation ready to expedite verification.
Step 3: Customize Your Donation Page
Once verified, customize your ActBlue page:
- Upload your campaign logo and photos
- Write compelling copy explaining why supporters should give
- Set suggested donation amounts (consider your average donor capacity)
- Configure recurring donation options
- Add custom fields if needed for your data collection
Step 4: Integrate With Your Website
ActBlue offers several integration options:
- Direct links: Send visitors to your ActBlue page
- Embedded forms: Place the donation form directly on your website
- Contribution buttons: Add preset amount buttons to your pages
Setting Up Your WinRed Account
Republican candidates should use WinRed for partisan-aligned fundraising. The setup process is similar:
Step 1: Apply for Access
Visit WinRed.com and apply for a campaign account. You will need:
- Campaign committee information
- FEC or state registration details
- Treasurer and authorized official information
- Banking details for fund deposits
Step 2: Account Approval
WinRed reviews applications to verify campaign legitimacy. Approval typically takes a few business days. Having your registration paperwork organized speeds up the process.
Step 3: Build Your Donation Page
Customize your WinRed page with:
- Campaign branding and imagery
- Donation ask copy and urgency messaging
- Suggested contribution levels
- Recurring giving options
- Compliance disclaimer language
Step 4: Website Integration
Connect WinRed to your campaign website through:
- Direct page links from donation buttons
- Embedded forms on your donation page
- Pop-up or slide-in donation widgets
Integrating Donations With Your Campaign Website
Your campaign donation page is where fundraising happens. Proper integration between your website and donation platform maximizes conversions.
Dedicated Donation Page
Create a dedicated donation page on your website that:
- Clearly explains why contributions matter
- Shows the impact of different giving levels
- Includes your donation form or platform link prominently
- Minimizes distractions and competing navigation
- Loads quickly on all devices
Prominent Donation Buttons
Make donating easy from anywhere on your site:
- Include a "Donate" button in your main navigation
- Add donation CTAs to your homepage hero section
- Place contextual donation asks on issue pages
- Include donation links in your email signatures
Mobile Optimization
Many donors give from mobile devices, especially in response to texts or social media. Ensure your campaign donation page works flawlessly on smartphones:
- Large, tappable buttons
- Simplified forms with minimal fields
- Auto-filling for repeat donors
- Fast page load times
CandidateSites templates include mobile-optimized donation page layouts that seamlessly integrate with ActBlue, WinRed, and other platforms.
Optimizing Your Donation Page for Conversions
Getting visitors to your donation page is only half the battle. Converting those visitors into donors requires strategic page design and copywriting.
Compelling Headlines and Copy
Your donation page copy should create urgency and emotional connection:
- Lead with why this moment matters
- Connect donations to specific outcomes
- Use "you" language to make it personal
- Include a clear, specific ask
- Add social proof (donor counts, endorsements)
Strategic Donation Amounts
The amounts you suggest significantly impact giving behavior:
- Offer 4-6 preset amounts plus a custom option
- Start with amounts most donors can afford
- Include one aspirational higher amount
- Consider odd amounts ($27, $35) which can feel more personal than round numbers
- Show what each amount accomplishes ("$25 prints 100 door hangers")
Reducing Friction
Every additional step or field reduces completion rates:
- Only ask for required information
- Use single-page checkout when possible
- Enable express checkout for returning donors
- Support popular payment methods
- Clearly display security indicators
Recurring Donation Emphasis
Monthly donors provide predictable revenue and often give more over time:
- Prominently feature recurring giving options
- Explain the impact of monthly support
- Make recurring the default selection (where legal)
- Offer exclusive benefits for recurring donors
📌 Key Takeaway
Optimize donation pages with compelling headlines, 4-6 suggested amounts (consider odd numbers like $27), minimal form fields, and prominent recurring giving options. Monthly donors provide predictable revenue and typically give more over time.
Compliance Requirements for Online Donations
Online donations must comply with all applicable campaign finance laws. Your donation page needs specific elements to remain compliant.
Required Donor Information
Federal campaigns must collect and report:
- Donor full name
- Mailing address
- Occupation (for donations over $200 cumulative)
- Employer (for donations over $200 cumulative)
Contribution Limits and Source Restrictions
Your donation page should display or link to information about:
- Maximum contribution amounts
- Prohibited sources (foreign nationals, federal contractors, etc.)
- Requirements that contributions be from personal funds
Disclaimer Language
Include your standard campaign disclaimer on donation pages and receipts. See our complete FEC website disclaimer requirements guide for detailed compliance information.
Promoting Your Donation Page
Building a great campaign donation page means nothing if supporters do not find it. Integrate donation asks throughout your campaign communications.
Email Fundraising
Email remains the most effective digital fundraising channel. For strategies on growing your list, see our guide on campaign email list building:
- Send dedicated fundraising emails with clear asks
- Include donation links in all campaign updates
- Create urgency with deadlines and matching opportunities
- Segment your list for targeted appeals
- Test subject lines, copy, and ask amounts
Social Media Fundraising
Use social platforms to drive donations:
- Share your donation link in posts and bios
- Create content around fundraising milestones
- Use platform-specific fundraising tools where available
- Respond to news and events with timely asks
Text Message Fundraising
SMS has high open rates and immediate response:
- Build your text list through website and event sign-ups
- Send brief, direct donation requests
- Use shortened URLs optimized for mobile
- Follow all text messaging compliance rules
Tracking and Optimizing Performance
Effective fundraising requires ongoing analysis and optimization. Track key metrics to understand what works for your campaign.
Key Metrics to Monitor
- Conversion rate: Percentage of page visitors who donate
- Average donation: Mean contribution amount
- Donor retention: Repeat giving rates
- Email performance: Open rates, click rates, and dollars per email
- Source attribution: Which channels drive the most donations
A/B Testing
Test variations to improve performance:
- Headline and copy variations
- Suggested donation amounts
- Button colors and placement
- Page layouts and lengths
- Email subject lines and send times
📌 Key Takeaway
Track conversion rate, average donation, donor retention, and source attribution. A/B test headlines, donation amounts, button colors, and layouts. Email remains the most effective digital fundraising channel, with text messages providing high open rates for urgent asks.
Common Donation Page Mistakes
Avoid these frequent errors that reduce fundraising effectiveness. For a broader list of issues to watch for, see our article on campaign website mistakes to avoid:
- Burying the donate button: Make giving obvious and easy
- Too many form fields: Only collect what you legally need
- Slow page loading: Speed directly impacts conversion
- No mobile optimization: Most donors give from phones
- Weak copy: Generic asks get generic responses
- Missing urgency: Deadlines and goals motivate action
- No follow-up: Thank donors quickly and personally
- Ignoring recurring: Monthly donors are fundraising gold
Getting Started With Campaign Donations
Setting up online fundraising is one of the most important steps in launching your campaign. The right platform, proper integration, and strategic optimization can make the difference between a well-funded campaign and one that struggles to compete. If you are new to campaigning, our first-time candidate website checklist provides a comprehensive starting point.
CandidateSites makes donation integration simple. Our templates include optimized donation page layouts that work seamlessly with ActBlue, WinRed, and other platforms. You can have professional fundraising capabilities live within minutes of launching your site.
Start building your campaign website and donation infrastructure today. Every day you wait is a day of potential contributions lost.
Frequently Asked Questions
What is the difference between ActBlue and WinRed?
ActBlue serves Democratic candidates and progressive causes (3.95% fee), while WinRed serves Republican candidates and conservative organizations (3.8% + $0.30 per transaction). Both offer express checkout, recurring donations, mobile optimization, and compliance tools. Choose based on your party alignment.
How do I integrate online donations with my campaign website?
Most platforms offer multiple integration options: direct links to your donation page, embedded forms on your website, and contribution buttons with preset amounts. Create a dedicated donation page, add prominent "Donate" buttons in your navigation and hero section, and ensure mobile optimization.
What donation amounts should I suggest on my campaign page?
Offer 4-6 preset amounts plus a custom option. Start with amounts most donors can afford, include one aspirational higher amount, and consider odd numbers like $27 or $35 which feel more personal. Show what each amount accomplishes (e.g., "$25 prints 100 door hangers").
What information must I collect from campaign donors?
Federal campaigns must collect: donor full name, mailing address, and for donations over $200 cumulative, occupation and employer. Your donation page must also display contribution limits, prohibited sources, and requirements that contributions come from personal funds.
How do I increase online donation conversions?
Optimize with compelling headlines, minimal form fields, fast page loading, and mobile-friendly design. Emphasize recurring giving options, create urgency with deadlines and matching opportunities, and thank donors quickly. Track conversion rates, average donation amounts, and source attribution to continuously improve.