Donation Form Tune-Up: 5 Smart Ways to Boost Online Giving This Year
Now that year-end giving is behind you and the data is in, Q1 is the perfect time to fine-tune your donation forms. A few strategic updates based on recent performance can improve donor experiences and set the stage for stronger results throughout 2026.
Ready to turn insights into action? Here are five practical, budget-friendly strategies to help you raise more through online giving this year.
Use Your Year‑End Data to Strengthen Future Performance
By late January, your GivingTuesday and Q4 performance numbers are finalized and ready to be put to work. This isn’t the time to start from scratch! Those valuable insights can guide impactful early‑year adjustments.
Start by comparing these key metrics with overall industry trends for a simple new year benchmarking exercise:
- Conversion rate: Review your average form conversion rate compared to the current industry average. According to M+R’s 2025 benchmarks, the average nonprofit donation form converts at 11% for desktop users and 8% for mobile users.
- Average gift amounts: Compare last year’s average gift amount (one‑time, recurring, and blended average) to the prior year.
- Friction points: Identify issues like payment errors, lower mobile conversion, or common drop‑off fields revealed in November and December data.
Now you know what needs attention most urgently and can translate this knowledge into targeted Q1 improvements.
Free ResourceSimplify Your Donation Form for Higher Online Giving Conversion
Now that you’ve gathered your year‑end learnings, it’s time to work toward those incremental goals by simplifying your form experience. This doesn’t require a full redesign! Simple tweaks can help you craft a user-friendly donation form that guides more visitors to convert:
- Eliminate unnecessary fields and move non‑essential asks (like matching gift info) to the confirmation page.
- Use clear labels for accessibility and readability.
- Reduce visual clutter and off-page links so donors stay focused on giving.
- Keep branding consistent to reinforce trust and security.
These updates are low‑lift but high‑impact—ideal for teams managing high gift volumes.
Prioritize Mobile Optimization
Mobile traffic typically surges at the end of the year, so your December analytics likely revealed where those donors struggled. Now, you can fix those issues before they get in the way of future giving.
Best practices for mobile-first design include using large, touchscreen‑friendly buttons, shorter steps, and minimal text. If you saw high abandonment on mobile during year‑end, try testing a multi‑step layout that breaks the giving process into short, simple steps and keeps your supporter moving. You might be surprised at the difference it makes!
Strengthen Payment Efficiency
Optimizing payment flows now ensures smoother processing during your spring appeals and mid‑year campaigns.
1. Enable modern payment methods
When a donor can finish your form without pausing to find their wallet, they’re much more likely to complete their gift. Digital wallets such as PayPal, Venmo, Apple Pay, Google Pay, and other convenient payment options will reduce checkout friction.
2. Use fee cover features strategically
Using Blackbaud’s Complete Cover™ and donor cover options maximizes every dollar raised, so you can channel those funds directly to your mission. These options provide sustainable ways to reduce fees while giving supporters a choice in how they support your organization.
3. Run an early‑year “payment health check”
Make sure transaction processing is in top shape before your next campaign:
- Test digital wallet and credit card processing. Are your donors’ preferred payment options accepted?
- Confirm CRM integration and data flow across all your revenue sources. If you use Blackbaud products, Blackbaud Integrated Payments achieves this seamlessly.
- Make sure the right team members receive automated alerts for errors, unusual activity, or failed transactions.
Promote Recurring Giving While Donors Are Still Engaged
Many donors give during year‑end and remain highly engaged into the new year. Encourage their continued support by spotlighting recurring gift options now. For example:
- Give them a choice: show monthly giving and one-time gift options side by side.
- Provide separate ask ladders for recurring gifts.
- Keep messages mission‑aligned and impact‑focused.
Even modest growth in recurring gifts will benefit your mission this year and beyond: recurring donors provide predictable funding, long-term loyalty, and a strong community to support your work.
Test Your Way into Higher Conversion Before Spring Campaigns Launch
A/B testing is an effective way to refine your donation forms, especially when you’re not in peak campaign mode. Treat Q1 as a valuable window to experiment with new ideas and set your organization up for stronger performance in the year ahead.
Here’s an easy A/B testing approach to get you started:
- Start with one clear hypothesis.
- Create one small, focused variation.
- Split traffic and measure the impact.
Not sure what to test first? These factors can directly impact donor conversions and average gift amounts:
- Multi‑step vs. single‑page form layouts
- Redesigned ask amounts (ascending vs. descending order, or try increasing the suggested gift amount by 10%)
- Different placement of recurring gift prompts
Testing early in the year provides valuable feedback, so you can implement your top‑performing version before spring events and fiscal year deadlines.
Bring It All Together
Fine-tuning your donation form now sets the stage for stronger results all year long. When you leverage year-end insights and simplify the donor experience, you create a frictionless giving journey that inspires generosity. Start small, test often, and keep your mission front and center—the changes you make today pave the way for the sustained support your organization deserves.
