September 24, 2021 Douglas Shaw & Associates

When a potential donor lands on a donation form, organizations often make a critical assumption: the user has already decided to donate. In reality, people on the donation form are still very much in the decision-making process.

Reducing ‘friction’ is essential to making sure each donor decides to give and completes the giving process. Friction refers to anything on a form that increases the likelihood a donor will leave without giving. So, optimizing your donation forms for donors is essential—it’s also an opportunity to add in important features like better tracking for administrators so your organization can see the correct source driving your donors to give.

We recently worked with LifePath Christian Ministries, one of our partners, to optimize their donation form. We provided them with a donation form that integrates with their website and improves their gift-tracking capabilities, which allows LifePath to see what’s driving their donations. The new form also gives their donors an overall smoother user experience so the organization can focus their efforts on the mission at hand—providing food and shelter for the hungry, homeless, and poor in their community.

Have you looked at your own donation form lately? When is the last time you tested it? What does your conversion rate look like?

Go ahead and do a test gift on both desktop and mobile devices. If you experience any awkwardness, consider optimizing your form before the busy giving season this fall.

Remember, donors are always one click away from leaving your site. It’s worth the investment now to help them stay—and stay for the long haul.