The Fundraising Everywhere Podcast Optimising your online donation journey
Aug 7, 2025
Digital fundraising expert Vicky Reeves, founder of GoDonate and a seasoned pro in online giving, shares invaluable insights on optimizing the donation journey for charities. She discusses the importance of understanding donor motivations and simplifying donation processes to boost conversion rates. With real-life examples from major UK charities, Vicky highlights strategies for improving user experience and messaging consistency. She also dives into cutting-edge trends like digital wallets and cryptocurrency, ensuring charities remain relevant in the evolving online fundraising landscape.
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Small Conversion Gains Yield Big Income
- Small improvements in conversion multiply into large income gains because much donation value is left on the table.
- Increasing conversion from 21% to 23% on £500k yields ~£50k extra without acquiring new donors.
Lead With Motivation And Trust
- Prioritise donor motivation with strong headlines, visuals and consistent campaign messaging across the journey.
- Address trust and transparency explicitly by showing where money goes and reassuring security.
Match Campaign Creative To The Donate Page
- Keep imagery and messaging consistent between marketing (offline or online) and the donation page to reduce friction.
- Tailor donation prompts to match the audience or the channel (e.g., direct mail QR landing pages).