How to Optimize Your Donation Forms for GivingTuesday Success
It’s hard to believe that GivingTuesday is right around the corner! Whether your organization is gearing up for a big campaign or just dipping a toe into this global celebration of charitable giving, now’s the perfect time to optimize your donation forms. We see the highest online giving traffic in November and December, so even a few smart tweaks can help you make the most of each click during this busy end-of-year giving season.
When we evaluate the success of donation forms, the two main metrics we look at are conversion rate and average gift amount. Just small upticks in these metrics can have a huge impact on your bottom line. Here are some form design changes you can make that will move the needle:
Use a Multi-Step Form
A/B tests have shown that multi-step donation forms have higher conversion rates than single page forms. Donors get into a flow, or rhythm, while completing each step and tend to abandon less frequently.
Display a Goal Meter
When donors see how far away or how close you are to an overall goal, they tend to be more generous! Take a look at last year’s total and set your goal a bit higher to encourage donors to dig a little deeper.
Adjust Your Ask Amounts
Suggesting donation amounts on your form is generally a good practice, however, many organizations set the amounts too low. Take a look at your organization’s average donation amount and use that as a guide. If your average gift is around $300, for example, start your ask ladder at $100, then jump to $300, $500, and $1,000. Finally, as icing on the cake, use AI to adjust the ask ladder based on your donor’s location. In fact, Blackbaud’s Intelligent Ask feature for donation forms does just that!
Consider Fee Cover Options and Upsells
For high-volume times of year, make sure to evaluate your options for fee coverage and inspiring one-time donors to set up a recurring gift. Our research has shown that asking donors to cover fees or consider a recurring gift has little to no impact on the conversion rate. Plus, many donors will opt-in to give a little more, adding to your bottom line.
Link Directly to Your Donation Form
Any GivingTuesday messaging should link your donors directly to your donation form, not just to your homepage. Your form should also be embedded on your website, either as a modal overlay or built into a page. Donors prefer a cohesive experience rather than clicking through different pages to give.
Preparing for the GivingTuesday Surge
Beyond form design, it’s smart to plan ahead for your GivingTuesday gift processing needs. If you expect a large volume of gifts, consider ways you can automate processing so you can easily manage duplicates or incomplete data later.
Next, test your donation form on mobile devices. Many GivingTuesday donors will give from their phones, so a smooth mobile experience is essential.
With these thoughtful optimizations—and by addressing any other common donation form mistakes—you’ll be ready for the GivingTuesday surge! Looking for more inspiration? Check out these GivingTuesday fundraising examples from organizations that put these strategies into action.
