Improving your donation page: Small changes, big impact
You’ve launched a compelling and powerful campaign that’s live on DRTV and digital channels, you’re targeting all of the right audiences and traffic is reaching your donation page, but something’s off… your conversion rate is lower than expected.
And that could be because your donation page is causing friction.
Whilst charities have done a great job at improving their websites, donation pages and online journeys in recent years, there’s still room to do more. According to the M&R & Rally 2025 Benchmark study, the average main donation page conversion rate was 11% for mobile users and 12% on desktop. That means a huge percentage of users who arrive on a donation page still aren’t making a donation - think of all that potential income!
And one of the big ways to help improve the total conversions is to optimise your donation page. And optimisations don’t have to be big or scary. They can simply mean making small, relatively straightforward changes which allow donors to make donations quickly and simply, without spending more on media (a win-win!). That could mean…
Strengthening and reducing supporting copy, especially anything that’s above the fold. Focus on compelling copy - which highlights both the ask and need and reinforces the impact of donating - powerful imagery and a donate button - everything else can come later.
Reducing the number of pages donors need to navigate through before making a donation. If you can, consider adding a donation ‘widget’ to any campaign specific landing pages, this will help to reduce drop off.
Removing friction at the checkout by reducing the number of mandatory and/or drop down fields a donor must fill in. Keep it to the specific and necessary details and save everything else for after they’ve made their donation.
Make payments easy. It’s estimated that digital wallets will account for 58% of online spend by 2030 [source: RetailWeek] so it’s well worth adding Apple Pay, Google Pay and Paypal to your checkout if you can.
Consider any upgrades that can be made. If a donor has given a cash gift, is there an opportunity to upgrade their support and convert them to become a regular giver?
Don’t forget, you’ve already done the hard work of getting people to your donation page. Now, make sure the page works just as hard to convert them. Got a question about your donor journey or think DTV may be able to help? Get in touch today.
Bio
Adèle is a senior digital strategist at DTV with over eight years of experience in the sector. She started her career in international development, contributing to UK and global advocacy campaigns before moving into fundraising. Today, Adèle works with a diverse range of charities to develop digital fundraising strategies, better understand audience motivations, and improve overall donor journeys.