Are You Turning Off Online Donors?

Even small, incremental improvements can greatly impact the number of donations received for your mission. For example, an improvement in conversion rate from 2 percent to 2.5 percent increases revenue by 25 percent.

Why are donations abandoned?

Often in their enthusiasm to communicate the good they do, organizations try to provide too much information or ask too many questions of donors who just want to fund their missions. A lengthy donation process or ineffective donation page design causes donors to abandon their donations — just as 71 percent of visitors to online retailers' sites abandon their shopping carts. Anything that causes psychological resistance to a given element in the online donation process is considered "friction," and friction reduces both your online revenue and the number of new donors you've identified and inspired. There are two main types of friction — length and difficulty.