In online fundraising, using multiple channels to raise money and reach potential donors is a given. Take it further, and customising your donation forms for each channel, campaign, and supporter can greatly improve your results. One-size-fits-all forms just won’t cut it.
In this article, we share 6 online donation form strategies to enhance engagement and boost conversions!
1. Strategy for Social Media channels
2. Strategy for Email Campaigns channel
3. Monthly Giving program Strategy: Recruiting Through Email or Sms
4. Effective Strategies for Street Fundraising
5. Strategy for SEO-Driven Traffic
6. Strategy for Direct Traffic channel
In today’s digital landscape, social media isn’t just a communication tool. It serves as a powerful driver of donor engagement and fundraising success. With the right strategy, charities can use social media to reach and convert donors easily.
To maximise impact, it’s crucial to understand the profile of donors who give through social platforms.
People who come to your charity through social ads and paid search are often younger. They are very active online and care about causes that match their personal values. They’re also more likely to make impulsive donations—especially when the process is quick, easy, and mobile-friendly.
With this in mind, let’s explore key strategies for optimising a donation form for social media platforms.
Type of form: Native Donation Forms
To capture their attention and encourage donations:
Keep it Simple: A fast and easy-to-complete form prevents drop-offs.
Use Impactful Visuals: A compelling image or video can create an emotional connection.
Encourage the First Donation: Focus on securing a one-time gift rather than pushing for monthly giving initially.
Use Equivalencies: Show donors the real-world impact of their contributions (e.g., €100 funds 20 nutrition kits).
Offer Modern Payment Methods: Enable mobile-friendly options like PayPal, or Google Pay.
Minimal Data Entry: Request only essential information to make the process seamless.
Opt-in for Future Engagement: Allow donors to choose how they’d like to stay connected.
To maximise donations, complement your native donation form with a pop-in form on key pages of your website. Use it on pages with multiple CTAs or educational content. Think of news articles, your "About" page, or campaign updates. This helps provide a seamless giving opportunity without disrupting the user experience.
Email remains one of the most effective fundraising channels, particularly for engaging past supporters. With personalised messaging and well-timed appeals, email campaigns can help convert one-time donors into long-term supporters.
These donors have previously engaged with your charity. Whether through past charity donations, newsletter subscriptions, or advocacy actions. They respond well to personalised outreach and impact-driven messaging.
Email is a powerful tool for engaging existing donors and inspiring regular donations. But how can you personalise the experience to enhance the donor journey, and make each message more impactful?
Type of form: Dedicated donation form
Pre-filled information: Reduce friction by auto-filling known personal details. For example, their name, address and even their preferred donation amount.
Simplify the Layout: A one-column form with a personal message enhances clarity.
Highlight Past Support: In the personal message, greet them with their first name, and remind donors of their previous gifts and impact. Make the donor feel valued and acknowledged.
Encourage Monthly Giving: Promote monthly donation options with clear benefits.
Suggest Higher Gift Amounts: Base donation options on previous giving habits.
Offer Multiple Payment Options: Enable credit cards, digital wallets, and direct debits.
Include Social Proof: Show testimonials or showcase the number of donors to build trust and reinforce credibility.
Tailor the Thank-You Message: Include a personalised note or video expressing gratitude.
Monthly donors provide charities with financial stability and long-term impact. Encouraging occasional donors to become regular supporters requires trust-building and clear incentives.
Some of the most effective channels for recruiting monthly donors are email and SMS. These channels allow for personalised outreach and timely reminders. Here’s a donation form strategy to maximise engagement and conversions.
These donors have given before but haven’t yet committed to regular contributions. They need reassurance about how their ongoing support makes a difference and flexibility in how they give.
Type of form: Dedicated donation form
Have a dedicated donation page for your recurring giving program: explain the importance of giving consistently to your cause.
Offer Only the Monthly Donation Option: Keep donors focused on sustained support by removing the one-time giving choice. Reinforce the impact of ongoing contributions.
Use Strong Storytelling & Imagery: Highlight the long-term impact of consistent giving. Make sure your call to action is clear.
Include equivalences: show the positive impact their donation has every month.
Offer Payment Flexibility: Let donors choose their preferred donation date. For example they could choose the 3rd, 15th or 28th of the month. Giving them a sense of control and peace of mind.
Ensure Reliable Payment Methods: Enable direct debit, digital wallets, and bank transfers.
Create an Exclusive Thank-You Experience: Make donors feel part of a special community.
Face-to-face fundraising remains a powerful tool for engaging new donors. And combining digital solutions with this approach can improve efficiency, boost conversions and retention rates.
These donors were approached by a street fundraiser and made a spontaneous decision to donate or made a pledge to give. They need reassurance, convenient payment methods, and follow-up engagement to solidify their commitment.
Type of form: Dedicated donation form
Equip Fundraisers with Tablets: Use digital forms to streamline data collection.
Design a Dedicated Form: Keep it brief, asking only for essential details. Ask for a monthly donation, and include reassurance elements like the registration number of the fundraiser.
Personalise the Follow-Up: Include the fundraiser’s name in the thank-you message. This helps with follow-up and lets you personalise messages or emails to keep a strong connection with the donor.
Include specific payment methods:
Enable Direct Debit Payments. Street fundraisers can't usually ask for a credit card number, so offer the Direct Debit option instead. Offer alternatives like IBAN-based payments to comply with regulations.
Provide the option to Pledge. Allow hesitant donors to commit and finalise later through follow-up emails.
Seamless CRM Synchronisation. An online form for street fundraising lets you sync collected information directly to your CRM. Making collection of data much easier and efficient.
Pop-in donation forms appear as an overlay on your website. They instantly catch visitors’ attention without taking them away from the page. Designed to work alongside native forms, they offer a focused and distraction-free giving experience. And ensure donors can complete their gifts quickly and effortlessly.
These donors discovered your campaign through organic search, meaning they actively sought out information on this type of cause. Specific keywords motivate them, and they expect a seamless, informative experience.
Type of form: Pop-in donation form
Align Content with Search Intent: Ensure the page and campaign reflects the donor’s interest. For example, if a donor is looking to help clean up the ocean, they shouldn't land on a form about helping lions.
Use a Single-Column Form: A one-column layout with compelling content improves conversions. Consider including a personal message from the campaign manager.
Show Impact with Equivalencies: Use specific donation grid & equivalences. Link donation amounts to tangible outcomes.
Incorporate Relevant Payment Methods: Cater to a global audience with diverse options.
Customise the Thank-You Experience: Reinforce engagement with a tailored follow-up message.
Pop-in donation forms help convert SEO-driven visitors by providing a seamless giving experience. Displayed as an overlay on any page, they keep donors engaged without redirecting them.
The layout displays the donation form in one column, with a window alongside featuring visuals and messages to deepen the donor's connection. They are ideal for pages with multiple CTAs or several pages of your website. Pop-in forms make it easy for motivated visitors to act instantly.
Visitors using direct traffic are already aware of your charity, as they enter your URL directly. However, they may still need a little encouragement to donate. A well-designed form can make the difference to turn them into donors.
These donors have navigated to your website consciously but haven’t yet donated. You may not know much about them yet, but they are familiar with your mission and likely to donate. They need a frictionless process and a clear reason to give now.
Type of form: Native Donation Form
Use a Universal Yet Flexible Form: Accommodate both one-time and monthly donations.
Simplify the Process: Display all steps on one screen for a seamless experience.
Leverage Popular Donation Amounts: Guide donors with suggested contributions.
Use the power of widgets: use banners with the last donation received to guide and encourage donors to give a little bit more.
Offer local and international payment options: modern methods can significantly boost conversions. They can store donors' details, including email, name, and even address, enabling one-click donations.
Highlight Tax Deduction Benefits: If applicable, showcase automatic tax deduction calculation below the amounts.
Implement Dynamic Content: Personalise thank-you messages based on donation amounts. For instance, donors who contribute €500 should receive a different message than those who give €50, both on the thank-you page and email.
Creating a successful fundraising strategy isn’t about using the same donation form for every channel. Instead, it requires tailoring based on donor profiles, touch points, and campaign goals. By adapting your donation forms, you create more meaningful interactions with supporters, increasing engagement and driving better results. Having a fundraising platform that allows you to easily customise forms to meet these needs is fundamental.
Looking for more insights to create a fundraising strategy that optimises your efforts and increases collected donations? Check out our online platform guide, When to Use Dedicated Donation Pages to Boost Fundraising. Discover which campaigns benefit most from a dedicated donation page.