It's time to leverage your thank you pages and unlock their full potential..

Thank you pages. Nearly every charity or non-profit website has at least one.

Unfortunately, more often than not, they are dull pages that add no real value to the user. They usually include a generic message like:

"Thank you for your email, we will be in touch shortly"
or
"Thank you for donating today."

The more I think about this, the more I realise how much potential is being wasted.

Charities spend a lot of time, energy and money trying to convert website visitors into donors, subscribers or form completions. Anyone who's tried to improve conversions knows it's rarely easy. Once someone has committed to your organisation, even in a small way, they’re showing interest. That’s your moment.

But too often, the thank you page is a dead end. Just as the user commits to something, they hit a wall. That’s a missed opportunity.

Reinforce, connect, grow, incentivise and communicate

Improving your thank you page really depends on what action led the user there. In fact, it may be worth creating different thank you pages for different actions.

Someone who’s just donated might want to see stories that show how their donation is making an impact. A customer who’s bought a gift might appreciate a future discount offer. Trying to serve every user with the same page usually doesn’t work well.

One quick word of caution though. Make sure any follow-up request feels like a natural next step. For example, if someone has just submitted a complaint, it probably isn’t wise to show them a donate button.

Below are some ideas to help you get more value from the users who land on these pages. Not everything here will suit your organisation, but hopefully some of it will be useful.

And remember, this is a great chance to be creative.

1. Showcase other content or actions

If nothing else, this is a simple win. If a user has filled in a form or downloaded a PDF, point them to related content or resources. Give them something else to engage with instead of simply closing the tab.

2. Set expectations about what happens next

Clear communication builds trust. If someone fills in a contact form, let them know when they can expect a reply and who it will come from. If you’re sending a confirmation email, tell them to keep an eye out for it. If they’ve purchased something, include delivery timelines and what to do if there’s a problem.

Most people like to know what’s coming next. Good communication always helps.

3. Invite feedback through a short survey

A user who has just engaged with you is more likely to share feedback. This is especially true if they’ve just donated. A short, well-worded survey can be valuable for understanding how people view your content, your message and your mission.

4. Encourage social media connection (at the right time)

Normally, I’m cautious about pushing users off your site and onto social media. But the thank you page might be the exception. If their session is naturally ending, it’s a good time to suggest they follow you or share something.

5. Reinforce their decision with testimonials or social proof

This works especially well after a donation. Remind supporters that their contribution has made a difference. Something like:

"Thank you for giving to [project name] today. Your donation is helping us [impact example]."

This kind of message taps into the benefit exchange. People give, and in return they feel good about doing something meaningful. Your thank you page can help confirm that feeling.

6. Offer a promo code as a small reward

If your site includes a shop, consider offering a discount code after a purchase. It’s a simple way to encourage a return visit, and everyone loves a good deal.

7. Let users earn rewards by sharing

Take the promo idea a step further. Offer a discount or freebie in exchange for sharing your page, product or campaign with a friend or on social media. It’s a bigger ask, but the potential reach is greater. Just make sure the reward feels worthwhile.

As you can see, there are plenty of ways to optimise your thank you pages. This often-overlooked part of your website can become one of the most useful and engaging. With a bit of thought, this page can build stronger relationships with users who have already shown interest.

It’s not the end of the journey, but the start of the next one.

Have we missed anything?
There are many more creative ways to make the most of your thank you pages. If you have a great idea, we’d love to hear it.