Lacey Kruger

Product Manager at Blackbaud

Lacey Kruger has been with Blackbaud since 2005, working with many customers to create delightful online experiences. In 2022, she moved from services to products, where she uses her deep knowledge of customer needs to drive product development in a customer-centric way. Lacey is passionate about information architecture, user experience, and creating simple solutions for complicated problems.

Articles by Lacey Kruger

End-of-Year Giving

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 [...]

October 8, 2025 | 2 min Read

Digital Marketing

The Anatomy of an Email Sign-up Thank You Page, Revisited

As I started writing this post, it felt eerily familiar. I looked back through the archives and found that I’d [...]

January 5, 2022 | 2 min Read

Direct Marketing

Donation Form A/B Test: Single-Page or Multi-Page?

When nonprofit customers ask us what donation form designs are most successful, we always recommend testing. While one form design [...]

October 29, 2021 | 3 min Read
nonprofit email marketing

Digital Marketing

“Unsubscribe” is not a Dirty Word in Email Marketing

As a user experience consultant at Blackbaud, I’m often tasked with reviewing a nonprofit customer’s email messages to see if [...]

September 22, 2021 | 2 min Read

Online Giving

10 Steps to Better Mobile Donation Forms

The future is now. In 2020, some studies showed that mobile website traffic surpassed desktop traffic. Hopefully, your donation form [...]

September 3, 2021 | 3 min Read

Digital Marketing

What is Information Architecture? The Un-Flashy Key to Nonprofit Website Success

Website design has changed a lot over the last decade, largely due to the vast availability of low-cost, templated designs [...]

July 14, 2021 | 2 min Read

Data Insights

4 Bite-Sized Methods of User Research

To make an emotional connection with your constituents, you need to first understand their needs and motivations. Enter user research. [...]

June 22, 2021 | 3 min Read
email marketing for fundraisers

Peer-to-Peer Fundraising

First Fundraising Event Email of the Season: Courting your Past Participants

After a challenging past year that required social good organizations to pivot their approach to peer-to-peer fundraising events, many organizations are now scheduling in-person or hybrid peer-to-peer fundraising [...]

June 3, 2021 | 2 min Read
User Generated Content

Digital Marketing

User-Generated Content: Put your constituents to work!

User-Generated Content allows nonprofits to get their constituents to help with the big task of writing online content and can result in more engaging and compelling stories.

March 24, 2015 | 2 min Read

Digital Marketing

Designing Nonprofit Experiences

The following article was originally published in the June 2014 issue of User Experience Magazine. Reprinted here by the author. [...]

July 10, 2014 | 7 min Read