Increase donation conversions and average gift size in 3 easy steps!

Date Published
Rebecca Walz

Giving Should Require No More Than 3 Steps.

  1. Gather donation information including amount and frequency.
  2. Capture name, address, and email.
  3. Collect payment information.

That’s it!

With many donations coming to you online, it’s important to examine your giving page to ensure that your donors can make their gift quickly and easily.

Keep It Simple

We’ve heard it many times, but the saying couldn’t be more relevant now, when the lion’s share of transactions take place online — keep it simple.

In a digital world where your donors are regularly conducting transactions with just a few clicks, this should be the goal for your online donation page, too. Giving should require no more than 3 steps. First, gather donation information on amount and frequency. Second, capture name, address, and email only. Third, gather payment information. That’s it! Breaking the donation into 3 easy steps makes it less intimidating for the donor and has proven to increase donation conversions and average gift size.

Unless you regularly use telemarketing, make the donor’s phone number optional. Remember, this isn’t the only time you will communicate with your donor. You will have opportunities to update and add additional information as you develop a relationship and steward your donors. The most important thing at the time of the donation is to make it as clear and simple as possible for your donor to hit the submit button.

Also, make sure that your online giving page matches the native look and feel of your organization’s website by keeping a consistent header, and using images and logos that are familiar to your donor.

Mobile Friendly

With many donors accessing donation pages on their phones, it’s important to ensure that your page is mobile-friendly and responsive. Keep the layout vertical and use a larger text than you might normally for your website. And look at your page on as many platforms as possible to ensure that it has proper alignment, font size, and functionality.

Usability Test

Have people in your organization make an online donation and ask them about the process. Or better yet, watch as they go. Is there any step where they stumble? Do they have questions? How long does it take them? Then ask your friends, family, and/or neighbors to do the same. The users outside of your organization are probably a better test. If it takes more than a minute to complete a transaction, you likely have room for improvement.

Make Use of the Donation Confirmation  

Many organizations try to do too much with their donation page. And you can’t blame them. When you have an engaged constituent who has decided to donate, you likely want to know more about that person. As tempting as it is, the donation page is not the place to gather information. That will slow down the process. If you ask your donor to ponder extra questions or provide additional information, these steps may lay out an excuse to return later or abandon altogether.

Instead, use your donation confirmation or acknowledgement to ask additional questions or gather information. Communication preferences, favorite programs, and/or demographic data are important, but shouldn’t bog down the online donation page. Keep your giving page laser focused on just one goal — a completed donation. 

Give Directions or Suggestions

If you prefer EFT over credit card, or monthly recurring over one-time gifts, make these options the default settings. Most donors want to do what’s best for the organization, but they can’t comply with what they don’t know! Guide them gently into a donation that best meets your organization’s needs, while also giving options for those donors who have other preferences.

Need help developing and optimizing your online donation page? Contact us!

About the Author:
Rebecca Walz
Senior Account Executive, Agency Services

I work with clients to maximize their direct response fundraising efforts by developing and executing strategies to increase revenue, retention and engagement with their audiences.

Years of experience in the industry:


What excites you about your work at AFG?

I love being able to use my experience in membership and fundraising to help clients across the country who are providing important programs and services to their communities. It feels good to know the work I’m doing each day will positively affect so many individuals, families and communities.

What are your hobbies/interests outside AFG?

I’m a huge outdoor enthusiast! I like to spend as much time as possible outside, preferably in the woods – hiking, camping or rock climbing. Most weekends you’ll find me tied into a rope and hanging off a rock wall somewhere in the mountains of North Carolina. I also enjoy watching the NFL with my son, and will forever be a Minnesota Vikings fan, as hard as that can be some years.

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