Whilst donation models revolve around voluntary support and often don’t involve blocking content with a paywall, this doesn’t take away from the need for dedicated landing pages as well as banners, pop-ups or closable walls to gain financial support.
In particular: a strong value proposition. No more “Support us today!” Instead, convince readers of your value, highlight your unique take on a topic and prove that you’re worth supporting.
To inspire the designing of these modules and definition of your value proposition, we’ve collected screenshots from leading donation-led publishers around the world.
In particular, below the main benchmarks, we’ve shared a variety of examples from The Guardian, the British publisher who is widely recognized for their success in a donation model. What works particularly well for them is their work on continuously changing and testing the messaging on promotional modules, adapting to news cycles and key moments in their readers’ diary. You can read more about how they’ve developed their proposition over the years in this summary from our London Festival in 2024.
Donation landing pages and promotional modules
The Guardian
