5 Digital Fundraising Fixes Faith-Based Nonprofits Should Revisit Now

Amy Sewell
Executive Vice President of Creative Services

Faith-based nonprofits experienced remarkable growth in online fundraising for years—much of that momentum accelerated during the COVID-19 pandemic, a time when digital engagement became a necessity rather than an option.

Today, many ministries are discovering that online giving is entering a new phase. Digital revenue continues to grow, but for some sectors, the pace has slowed.

The good news? Significant opportunities remain. By focusing on donor experience, mobile optimization, and proven strategies, faith-based nonprofits can continue to expand their impact and strengthen donor relationships no matter the fundraising landscape.

More than half of all nonprofit website traffic now comes from mobile devices. For faith-based organizations, this trend creates both an opportunity and a challenge. Donors expect a fast, seamless experience whether they are giving from a desktop, a church lobby, or their phone between meetings or soccer games.

Start with a simple test: pull out your phone and try to make a gift to your own organization. Can you find the donation page quickly? Does it load without delay? Is the form easy to complete?

A slow-loading website or a complicated donation process can quickly discourage potential supporters. Research consistently shows that as website load times increase, visitors are more likely to abandon the page altogether.

Mobile-friendly payment methods also matter. Among faith-based organizations that offer Apple Pay and PayPal, an average of 30.7% of total online giving comes through those options. Making giving easier often results in more completed gifts.

Monthly donors provide predictable revenue, improve donor retention, and create a sustainable foundation for future growth.

Yet many organizations still treat monthly giving as an afterthought by hiding the option behind a small checkbox on donation forms.

The most effective organizations make recurring giving visible and directly connect it to organization impact. Rather than simply asking donors to repeat a gift each month, show what that ongoing support accomplishes over time. When donors can clearly see the difference their monthly commitment makes, they are more likely to opt in.

Faith-based organizations receive 48% of online revenue from recurring gifts, compared with 31% for other organizations. That makes monthly giving too important to hide behind a checkbox.

Donation forms are often viewed as simple transaction pages, but they are so much more. Small optimizations can make generosity easier to complete:

• Fee Coverage: Give donors the option to cover processing fees so the full intended gift supports the mission.
• Social Proof: Show recent donor activity so supporters feel they are joining others in meaningful impact.
• Abandoned Donation Reminders: Many visitors begin but do not finish the donation process. Follow-up reminders, usually through email, can successfully bring donors back to complete the gift they already intended to make.

Individually, each optimization may seem small. Combined, they can create a significant improvement in overall fundraising performance! The report puts the opportunity in perspective: if an organization raising $1 million online increased donation page conversion from 11% to 20%, online revenue could grow to $1.8 million.

The most important takeaway from our research is that successful digital fundraising is about more than technology. Every donor who reaches a donation page is still making a decision. Before they give, they want answers to three fundamental questions:

• Why should I give?
• What will my gift accomplish?
• Why should I give now?

The answers form your value proposition. They should be clear in both the messaging and visuals on your donation page.

A compelling value proposition helps donors understand the impact of their support. At the same time, a smooth, secure donation experience demonstrates organizational competence and trustworthiness. Together, these elements create a powerful first impression that can lead to long-term donor relationships.

For organizations looking to improve their online fundraising results, five priorities stand out:

1. Strengthen your value proposition and clearly communicate impact.
2. Prioritize mobile users and simplify the donation experience.
3. Offer fee coverage to maximize every gift.
4. Elevate monthly giving and connect it to tangible outcomes.
5. Implement reminder strategies to recover incomplete donations.

More than mere financial transactions, every donation that comes in represents a partnership with your organization and an opportunity for supporters to participate in meaningful impact.

As digital fundraising continues to evolve, nonprofits that focus on inspiring donors to be part of the good your organization is doing will stand out.

Read the full Digital Giving in the Faith Sector and discover ways to make giving easier, strengthen donor relationships, and grow generosity.