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Tips for Increasing Online Donor Conversion


Did you know that the latest benchmark for online donor conversion from M+R Benchmarks is 19%? That’s just shy of 2 in 10 donors choosing to make a donation once they reach the donation page of a website. Here at Hubbub, we work with our customers to increase online donor conversion rates (hello, 50% conversion) and have the opportunity to learn a lot from our collaborations with customers. So, if you are looking to increase the number of donors making a gift online, read on for our top tips! And if your online donation form just isn’t cutting it - contact our team to learn more about our Causes platform and how we can work together to increase online donor conversion for your charity.

Firstly, you’ll want to know what your current online donation form conversion rate is so that you can compare it to current benchmarks. If your website or online giving platform is connected to Google Analytics - you should be able to set up Goals that can provide you with the data your need. 

If you are a Hubbub customer, your Causes platform will automatically have Google Analytics tracking enabled and you’ll receive quarterly reports to see how your conversion rate is tracking, how it compares to benchmarks and any useful insights we can provide that can help to increase conversion rates in the future.

Watch our webinar: A Primer to Web Analytics Using Google

Next, you’ll want to take a look at the journey your donors experience when they land on your website to ensure the journey towards making a gift is as frictionless as possible. 

You can increase the effectiveness of your donor's journey by:

  • Ensuring your website is easy to navigate and visually appealing
  • Making sure donation buttons are prominently displayed and easily accessible from any page
  • Optimising your website for mobile devices since many users access the internet through smartphones and tablets
  • Simplifying the donation process as much as possible by minimise the number of steps required and avoiding lengthy forms
  • Providing multiple payment options and enable one-click donations, such as Apple Pay and Google Pay to make donating convenient for the donor

Watch our webinar: WD-40 For Your Online Donation Forms

That’s it - right? Not quite, the donation form is really the final stage in the donor's journey. Before potential donors get to your donation form, consider the communications your audience receives so that you can get them to commit to making a donation as soon as they read your email. 

  1. Use Clear and Compelling Messaging: Ensure your email emits emotion as well as concise and persuasive messaging that clearly communicates your mission, impact, and why donations are crucial. Use storytelling techniques to engage potential donors emotionally and make them feel connected to your cause.
  1. Increase Click Rates with Personalisation: Tailor your communication and donation appeals to individual donors whenever possible. Use segmentation and personalised emails to address donors by their names, recognise their previous contributions, and demonstrate how their support has made a difference.
  1. Social Proof and Testimonials: Incorporate social proof elements such as testimonials, success stories, and endorsements from satisfied donors or beneficiaries. People are more likely to donate if they see others supporting your cause and having positive experiences.
  1. Transparency and Accountability: Build trust by being transparent about how donations are used. Provide financial reports, impact metrics, and stories of how donor contributions have made a tangible difference. Highlight your organisation's credibility, efficiency, and commitment to responsible stewardship of donor funds.
  1. Engaging Content: Create engaging and shareable content to raise awareness about your cause. Use a variety of media such as videos, images, infographics, and compelling storytelling to captivate potential donors. Leverage social media platforms to amplify your reach.

We love working with our customers to increase the effectiveness of their email communications. In fact, as a Hubbub customer who uses our Causes platform, you’ll meet with our experienced team every quarter to get feedback on your communications so that you’re always learning from our experienced team of professionals. 

Watch our webinar: Tips for Creating Engaging Emails

So, what's our top takeaway? Stellar Communications + Frictionless Online Donation Forms = Higher Conversion Rates.

And finally, remember that increasing online donor conversion is an ongoing process, and it requires continuous improvement, monitoring, and adaptation based on donor feedback and evolving trends. Hopefully the above should give you a place to start and if you’d like to learn more about working with our team, we invite you to get in touch

Kat Carter

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