Online donations have seen consistent year-over-year growth. According to Blackbaud’s Charitable Giving Report for 2023, the percentage of charitable giving donated through online sources rose from almost 8% in 2022 to over 12% in 2023.
This statistic shows why your donation page is the most critical part of your nonprofit's website. It's where inspiration meets action—where someone's desire to make a difference transforms into real support for your mission. Yet many organizations unknowingly create barriers to giving through poorly designed donation pages that frustrate and confuse potential donors.
The good news is that even small improvements to your donation page can dramatically increase your organization's ability to fund its mission. At Trajectory Web Design, we've helped numerous nonprofit organizations transform struggling donation pages into powerful tools for good through the implementation of thoughtful, data-driven design.
In this guide, we'll walk you through our proven strategies for optimizing your donation page to ensure maximum impact. You'll learn exactly what makes a high-converting donation page work, how to create an experience that donors love, and specific ways to test and improve your results over time.
Why Donation Page Design Matters
The digital transformation of charitable giving has accelerated dramatically in recent years. According to statistics from Double the Donation, 63% of donors now prefer to give online with a credit or debit card, while only 4% prefer donating cash.
This shift means that your donation page isn't just a nice-to-have feature—it's now the primary way many supporters will interact with your organization. When your donation page creates friction or uncertainty, the costs are real and significant.
38% of online donors who make a gift in one year donate to the same nonprofit again the following year, shares Double the Donation. This means that if your donation page fails to capture that initial, one-time donation, you could end up losing out on recurring, yearly donations as well.
Ineffective donation page design can also lead to smaller average gifts when suggested amounts aren't clear. And perhaps most damaging, it can erode trust in your organization when security concerns or unprofessional design make potential donors question their decision to give.
Essential Elements of High-Converting Donation Pages
Through our work with numerous nonprofits, we've identified key elements that consistently drive better results. Let's look at what makes certain donation pages so effective.
First and foremost, successful donation pages immediately reinforce why someone should donate to your organization. This doesn't mean lengthy mission statements or elaborate explanations. Instead, the most effective pages use concise, emotionally compelling copy that connects donors to your impact. They show, rather than tell, how donations make a difference through powerful imagery and clear statements.
Let’s take a look at the website we redesigned for the Connecticut and Western Massachusetts chapter of Ronald McDonald House Charities. When the nonprofit approached us with concerns about their cluttered website that was hindering donors from accessing their services, we collaborated to create an inviting, user-friendly website with a compelling mission.
The redesigned website excels with a strong value proposition; it emphasizes providing a home away from home for families with seriously ill children. This is communicated clearly through compelling visuals, heartwarming stories, and a direct call to action asking visitors to donate today.
We designed a donation page that features a statement about how donations assist families in need, followed by a donation form for easy charitable contributions.
Below the form, we included an overview of all the different ways visitors can make an impact.
Here’s why this donation page works so well:
- Established Mission and Benefits: It’s immediately apparent what RMHC does and why it matters, as the organization offers families not just a place to stay, but access to the essential medical resources they need. The clear mission statement builds trust with the audience.
- Clear Call to Action: The “Donate Now” CTA is prominent, action-oriented, and simple, guiding donors toward taking the next step. The “Donate” button is in the top right hand corner of the page as well as on the form, and it’s repeated again at the bottom of the page for maximum visibility.
- Simple, Minimalist Design: A clean and uncluttered layout with plenty of white space helps focus the donor's attention on the donation form. Reducing distractions keeps the user experience smooth and minimizes the chance of abandonment.
- Straightforward Form Design: The simple, user-friendly donation form is focused on minimizing friction. With clear options for one-time or recurring donations, easy-to-select preset amounts, and a clean layout, the donation process is fast and straightforward. (We dive more into optimized form design below.)
- Easy Access to Support Opportunities: The web page offers clear pathways to donate, support organization growth, or sponsor a room, making it easy for visitors to take action.
All of these are essential elements you should feature on your nonprofit’s donation page. Learn more about our partnership and how we overhauled this regional chapter’s website, or discover the must-have features every nonprofit website should include.
Donation Form Optimization
Let's talk about the moment of truth: the donation form itself. This is where good intentions either transform into actual donations or disappear into the void of abandoned forms. The most successful donation pages make the giving process feel effortless.
Start by asking for only essential information. Every additional field you add creates another potential point of friction. We've seen organizations dramatically increase their conversion rates simply by removing unnecessary form fields.
The order of your form fields matters more than you might think. Beginning with the donation amount helps secure commitment early in the process. When it comes to giving options, the key is finding the sweet spot between flexibility and simplicity. The best donation pages make it easy for donors to give at their preferred level while gently encouraging larger gifts. This often means offering carefully selected suggested amounts based on your donor data.
You can even tie each amount to a specific impact statement for maximum effectiveness.
From there, move to basic personal information before handling payment details. Save any optional information for the end—once someone has invested time in the donation process, they're more likely to provide additional details.
Error handling might seem like a small detail, but it can make or break the donation experience. Nothing frustrates donors more than submitting a form only to find out something was wrong, losing all their entered information in the process. Modern donation forms show errors immediately and preserve already-entered information, guiding donors smoothly through any corrections needed.
Importance of Incorporating a Monthly Donation Option
Monthly giving deserves special attention on your donation form. Revenue from monthly giving increased by 6% in 2023, and accounted for 31% of all online revenue. Furthermore, 94% of recurring donors prefer to give monthly.
That’s why the most successful organizations make recurring giving prominent–without being pushy. They clearly communicate the benefits of monthly support and make it easy for donors to modify or cancel their recurring gifts—building trust through transparency.
For example, the American Red Cross’s donation page allows visitors to select whether they’d like to make a one-time payment or a recurring monthly donation. Preset monthly giving amounts of $10, $20, $25, $35, or $50 make it easy for people to get started with recurring donations. The suggested amounts are strategically chosen to match typical donor habits, while the “Other Amount” box provides flexibility for donors who would like to contribute a larger one-time or monthly sum.
The donation form is also transparent about when monthly charges will occur (on the 20th of each month), and it clearly states that donors can cancel or change their donation amount at any time, which helps build trust between the Red Cross and their visitors.
The site even allows donors to choose where they would like their funds to be distributed (a local program, blood services, where it is needed most, etc.) so the donor gets to take an active role in their charitable giving.
Finally, the form shares exactly how the donor’s monthly contribution will be used to support local communities or urgent humanitarian needs, as well as offering other ways to donate. This is a great example of how a nonprofit can increase recurring giving through thoughtful, smart donation page and form design—by keeping the process simple, transparent, and emotionally engaging.
Why Security Indicators Are Vital for Establishing Trust
Security isn't optional in today's digital world. Your donation form needs to prominently display security indicators and trust seals, clear privacy policies, and data encryption notifications as well as clear descriptions of how donations are used.
This isn't about cluttering your page with badges—it's about thoughtfully showing donors that their information is safe. Clear security messaging can significantly impact donor confidence and conversion rates.
In fact, a checkout usability study from Baymard revealed that 25% of users had abandoned a checkout process in the previous 3 months because they “didn’t trust the site with their credit card information.” Furthermore, 76% of respondents in a study from Econsultancy said trust seals affected their sense of trust in a website, while 61% had refused to make a purchase due to a lack of visible trust badges or logos on a website.
These statistics underscore the importance of trust signals on donation pages for building trust and credibility with potential donors. In short, security indicators serve as a virtual handshake—they make people feel comfortable and confident, which is crucial for a nonprofit looking to grow its donor base.
A Real-Life Example of a Modern Form Update
Let’s take a look at an example of form optimization from Charity: Water, a nonprofit with a mission to bring clean and safe water to people around the world. In 2019, the foundation’s donation form looked like this:
Not too bad, right? It’s simple and clean. It offers one-time and monthly payment options, and allows visitors to input their donation amount.
But now, in 2024, their donation form looks like this:
Charity: Water optimized their form design (and likely increased their donations) with a few simple tweaks:
- Modern Design: The optimized form features a modern and professional design that makes visitors feel confident their money will be handled responsibly.
- Suggested Donation Amounts: Pre-set donation amounts help donors commit to an amount without having to think too much about it, while also giving the option for a custom donation. This helps reduce decision fatigue and nudge donors toward making a donation, increasing the likelihood of completing the process.
- Impact Statement: The site’s updated donation form clearly communicates the impact of the suggested donation, sharing that $40 a month can provide 12 people with clean water each year. When donors can see exactly how their money will be used, they feel more connected to the mission, as they are assured their donation matters.
- Trust Signals: Finally, the nonprofit added trust signals like the padlock symbol, “Secure Payment” message, and access to the privacy policy. Seeing trusted security symbols like these makes donors more likely to contribute to the cause since they feel their donation is secure.
Learn more about increasing donations for nonprofits beyond just optimizing your form design.
Payment Integration Essentials
The payment processing part of your donation page might not be the most exciting element, but it's absolutely crucial to get right. Your choice of payment processor affects everything from transaction fees to donor confidence and your ability to manage recurring gifts effectively.
Most nonprofits face a choice between specialized nonprofit payment processors and general-purpose platforms. While general platforms might offer lower fees, nonprofit-specific processors often provide features tailored to charitable giving, like automated tax receipts and dedicated support for monthly donations.
A Quick Overview of Popular Nonprofit Payment Processors
When it comes to choosing a payment processor for your nonprofit, there are a few popular options, each with its own strengths. Here’s a quick rundown of PayPal, Stripe, and Square to help you decide which might work best for your organization:
- PayPal: The key advantage of PayPal is its familiarity and the trust it has established with its users. PayPal is one of the most widely recognized payment processors in the world, and many donors feel comfortable using it due to its reputation for security. It's easy to integrate into most nonprofit websites, and it offers discounted fees for nonprofit organizations.
- Square: Square stands out due to its accessible interface and low fees. It’s particularly strong for nonprofits that want to accept donations both online and in-person. Square’s point-of-sale system is intuitive and allows donors to quickly give via card swipes, making it an excellent choice for organizations that do a lot of face-to-face fundraising.
- Stripe: Stripe is known for its powerful features, clean user interface, and flexibility, making it a great choice for nonprofits with custom-built websites. It offers robust APIs, which allow nonprofit organizations to create tailored donation forms, and it integrates seamlessly with a range of platforms.
Mobile Donation Experience
Here's a reality check: 52% of nonprofit website traffic comes from mobile devices, according to the 2024 edition of the M+R Benchmarks Report. Furthermore, mobile audiences for nonprofits increased by 16% in 2021, by 7% in 2022, and by 5% in 2023. If your donation page isn't optimized for mobile, you're likely losing a significant portion of potential donations.
Mobile optimization goes far beyond making your page "look okay" on a phone. It requires rethinking the entire donation experience for someone using their thumb on a small screen, possibly while distracted or on the go. Touch targets need to be large enough to tap accurately. Forms need to trigger the right mobile keyboard for each field type. And page load speed becomes even more critical on mobile devices.
For example, when the Atlanta chapter of Habitat for Humanity approached us about their struggle to serve multiple distinct audiences through a single digital platform, we knew how important it would be to not only create clear pathways for each audience, but to increase page speed and implement mobile-first design to ensure accessibility for all users.
Through responsive design optimized for on-the-go users, we were able to decrease their page load times by 65% and boost mobile engagement by 55%. You can learn more about our strategy-first discovery and mobile redesign processes here.
Mobile Payment Options
Payment options matter enormously in the mobile context. Digital wallets like Apple Pay and Google Pay can reduce friction dramatically by eliminating the need to enter credit card information manually. For example, the Salvation Army saw a 246% year-over-year increase in total donation revenue through mobile devices after implementing digital wallets.
A/B Testing Your Donation Page
The most successful nonprofits treat their donation page as a constantly evolving asset rather than a set-it-and-forget-it project. They're always testing and improving, but they do it systematically.
The key to effective testing is focusing on one element at a time. This might mean testing different donation amount suggestions, trying various layouts, or experimenting with different call-to-action text. The goal isn't to make random changes but to gather concrete data about what works best for your specific donors.
Remember that testing requires patience and proper timing. Running tests during your year-end campaign, for instance, might not give you reliable data since donor behavior often differs during this period. (In fact, 30% of annual giving happens in December, and nearly 10% of all yearly donations come in the last three days of the year.)
Digital for Nonprofits recommends only testing one variable at a time to effectively determine what is driving your results, and testing a sample size of at least 100 (though an even larger sample size will reflect even more accurate results). “Let your donation page A/B test run for at least 1 week,” share the donation experts at iDonate, and be sure to end your test by the 8-week mark.
The Post-Donation Experience
What happens after someone donates is just as important as the donation process itself. This is your opportunity to transform a one-time donor into a long-term supporter of your mission.
Your thank you page should do more than just confirm the transaction. The best post-donation experiences immediately reinforce the impact of the gift and provide clear next steps for engagement. Share specific examples of how the donation will be used. Offer social sharing options that make it easy for donors to spread the word about your cause.
Email confirmations need similar attention to detail. Beyond the basic receipt, consider how you can use email touchpoints to deepen the donor's connection to your organization. After all, 48% of donors say that regular email communication is more likely than social media communication, print communication, handwritten notes, and phone calls to keep them engaged and inspire recurring donations.
Turning Thanks into Lasting Impact: A Real-Life Example
One exceptional post-donation email sequence comes, once again, from Charity: Water. The nonprofit’s post-donation email flow effectively nurtures the donor's relationship with the organization after their initial contribution.
Here’s how:
- Immediate Acknowledgement of Generosity: The first email is a heartfelt, personalized thank-you message that includes the exact impact of the donor’s contribution. This nurtures the donor’s pride in their donation and fosters an emotional connection.
- Visualization of Impact: Following the donation, the sequence includes a compelling email showing exactly how the donor's funds are being used, which creates a tangible link between the donor’s action and its result.
- Consistent Updates: Later emails keep donors informed about the project’s progress and feature stories about the impacted communities along with impactful visuals. This continued engagement helps build trust and loyalty.
- Personal Touches: The nonprofit sends personalized emails that address the donor by name and include messages from staff or beneficiaries so the donor feels like a vital partner in the organization’s success.
- Inspiring Calls to Action: After thanking and educating the donor, Charity: Water invites them to get further involved through social sharing, recurring donations, and fundraising. The foundation ensures their calls to action are clear and actionable to inspire deeper commitment.
This sequence doesn't just stop at saying "thank you"—it transforms a one-time donation into an ongoing, meaningful relationship.
Implementation Checklist
Before you get started redesigning your donation page, consider this practical framework for prioritizing improvements:
- Start with the Fundamentals: Ensure your page loads quickly, works on all devices, and has clear, compelling messaging about your donors’ impact. These basic elements will give you the biggest initial returns.
- Reduce Friction: Next, focus on reducing friction in your donation form by removing unnecessary fields, optimizing the mobile experience, and ensuring your payment options match your donors' preferences. Don’t forget to incorporate vital trust signals.
- Establish Testing and Optimization Processes: Finally, implement testing and optimization processes to continuously improve your results. Remember that small, incremental improvements add up to significant impact over time.
See more nonprofit website best practices here.
Turning Clicks into Donations (Final Thoughts)
Your donation page is more than just a technical requirement—it's a crucial tool for advancing your mission. The most successful nonprofits understand this and treat their donation pages as living assets that require ongoing attention and optimization.
While the average main donation page conversion rate was only 12% for 2023, it is possible to achieve drastically higher conversion rates by focusing on donor experience, carefully testing improvements, and maintaining a balance between simplicity and flexibility. The goal is to create a donation page that not only processes transactions but actively helps grow your impact.
Ready to take your donation page to the next level? We'd love to help. Get in touch today to discuss how we can work with you to create a donation experience that delights your donors and advances your mission.
