How to increase online donations: 15 proven strategies for nonprofits

More website traffic does not always lead to more donations.

Supporters visit your website, engage with your emails, click your social posts, and land on your donation page. Still, many leave without completing a gift. Every missed donation is funding that never reaches your programs, services, or community.

That is why the most effective online donation increase strategies are not always about attracting more people. They are about helping more of your existing supporters take the final step and donate.

A complicated donation form, poor mobile experience, lack of trust signals, or weak donor follow-up can all reduce conversions. On the other hand, a few targeted improvements can make giving faster, easier, and more appealing.

Today, we cover 15 proven online donation increase strategies that can help your nonprofit convert more supporters into donors and raise more money online throughout the year.

Quick overview of the 15 strategies

Why online donation growth matters

Online giving is an important and growing part of nonprofit funding. In 2025, online donations increased about 11% year-over-year, outpacing overall giving growth. 

Digital channels let donors give more easily and more often (for example, 43% of online gifts now come via mobile device). Even small nonprofits get a significant share from the web (around 13% of revenue for small groups). 

That means if your nonprofit doesn’t focus on online giving, it could miss out on major support. By improving your online donation program, you make giving simple and appealing for more people, which ultimately grows your donor base and your funding. 

15 Proven strategies that actually work to increase online donations

The strategies below focus on practical changes that can help more supporters complete a gift and feel confident about giving again.

1. Optimize your donation page for conversions

Your donation page is where interest turns into action. Keep the layout clean and focused, and remove distractions that pull visitors away from the gift button. 

Focus on:

• A clear, emotional headline
• Brief copy that explains the impact of a gift
• A strong value proposition (for example, “Your $25 provides a week of meals for a family”)
• Trust signals such as charity ratings and testimonials
• Testing different headlines, images, and suggested gift amounts

Studies report up to 67% more gifts when nonprofits use strong emotional stories and impact-focused narratives. Remember, even small changes can improve results. 

2. Simplify the donation process

The easier it is to donate, the more likely supporters are to complete their gift. Every extra step, field, or question creates friction and increases the chances of donor abandonment.

Focus on:

• Using a one-page or minimal-step donation form
• Asking only for essential information
• Allowing donations without requiring account creation or login
• Pre-filling known information, such as email addresses or mailing addresses
• Using clear labels and avoiding confusing jargon
• Adding simple prompts or progress indicators

A well-known study found that reducing form fields from 11 to 4 increased conversions by 120%. Fewer clicks, fewer questions, and a smoother experience can lead to more completed donations.

3. Use social proof and impact stories

Donors want to know their money will make a difference. Show real results and highlight the people behind your mission to build trust and give supporters more confidence to donate.

Focus on:

• Sharing testimonials from beneficiaries, donors, or volunteers
• Using photos that show your work in action
• Highlighting measurable results and outcomes
• Featuring partner organizations or well-known supporters
• Displaying charity ratings, awards, or trust badges
• Including short stories that demonstrate the impact of donor support

Social proof matters because donors actively look for it. About 75% of donors seek clear information about a nonprofit’s achievements before giving, while 72% say charity ratings make them more likely to donate. 

When people see evidence of impact and support from others, they are more likely to give.

4. Add recurring giving options

Recurring donations can turn one-time supporters into long-term donors while creating a more predictable source of funding for your organization.

Focus on:

• Adding a “Make this a monthly gift” option to donation forms
• Showing how small monthly gifts create lasting impact
• Presenting recurring giving amounts alongside one-time donations
• Reassuring donors that they can cancel at any time
• Promoting monthly giving in emails and social media campaigns

Recurring gifts already account for about 27% of online nonprofit revenue, and 94% of recurring donors prefer giving monthly. 

Research also shows recurring donors give about 42% more per year and have retention rates of around 90%, which makes them one of the most valuable donor groups for long-term fundraising growth.

5. Use peer-to-peer fundraising

Peer-to-peer fundraising helps you reach new audiences by turning supporters into advocates for your cause. Participants create personal fundraising pages and raise money from their own friends, family, and networks.

Focus on:

• Running peer-to-peer campaigns around events or online challenges
• Giving participants shareable fundraising pages and templates
• Setting clear fundraising goals
• Recognizing top fundraisers to keep momentum high
• Connecting campaigns with matching gift opportunities

Peer-to-peer fundraising is one of the most effective ways to attract new supporters. 

About 80% of people who donate through a peer-to-peer campaign are first-time donors to the organization. It can also drive meaningful revenue, with the average peer-to-peer fundraiser raising about $244.

6. Run crowdfunding campaigns strategically

Crowdfunding works best when supporters can rally around a specific goal, project, or urgent need. A clear target and deadline help create momentum and give donors a reason to act now.

Focus on:

• Choosing a specific project or fundraising goal
• Setting a clear deadline and target amount
• Promoting the campaign through email, social media, and partner channels
• Sharing regular progress updates
• Using campaign-specific stories and visuals
• Adding social-sharing tools so supporters can spread the word
• Thanking donors throughout the campaign

Crowdfunding appeals to donors who want to be part of a collective effort. 

In fact, about 41% of donors say they have contributed to a crowdfunding campaign. When combined with strong storytelling and consistent promotion, crowdfunding can raise funds while introducing new supporters to your cause.

7. Improve mobile donation experiences

About 91% Americans own a smartphone, so a poor mobile experience can lead to missed donations. Your donation page should be fast, easy to navigate, and simple to complete on any device.

Focus on:

• Using a fully responsive donation page
• Keeping buttons large and easy to tap
• Using clear fonts and simple form fields
• Removing the need to zoom or scroll horizontally
• Testing page speed across different devices
• Avoiding mobile-unfriendly pop-ups
• Highlighting mobile payment options such as Apple Pay and Google Pay
• Reviewing donor behavior to identify mobile friction points

Mobile users account for about 57% of web traffic, yet mobile donors give an average of $79 compared to $168 on desktop. One platform also reported a 50% increase in mobile conversions after optimizing donation forms for mobile users.

8. Use email segmentation

Sending the same message to every supporter rarely produces the best results. Email segmentation helps you deliver more relevant appeals based on a donor’s interests, giving history, and relationship with your organization.

Focus on:

• Segmenting donors by giving level, interests, or location
• Personalizing subject lines and email content
• Customize messages for new, recurring, and major donors
• Sharing relevant stories, updates, and donation opportunities
• Timing emails around campaigns, events, and key fundraising periods
• Including a clear donation link in every email

Personalized communication drives stronger engagement. In fact, 72% of people only engage with email content that matches their interests. One study also found that nonprofits with regular email communication generated 41.5% higher revenue.

9. Create donation urgency with matching gifts

Matching gifts give donors a reason to act now instead of later. When supporters know their contribution will have double the impact, they are often more motivated to give.

Focus on:

• Promoting employer matching gift programs
• Highlighting matching gift deadlines
• Making it easy for donors to check matching eligibility
• Publicizing board member or corporate matching campaigns
• Creating limited-time matching opportunities
• Showing donors how their gift can be doubled

Matching gifts can significantly influence donor behavior. In fact, 84% of donors say they are more likely to give when their donation is matched by an employer, while one-third say they would increase their gift amount. 

Clear messaging around matching opportunities can create urgency and encourage more donations.

10. Remove friction from your donation form

Even after a donor decides to give, a poorly designed donation form can stop them from completing the process. Small improvements to form design can help more donors finish their gift and reduce drop-offs.

Focus on:

• Offering 3–5 pre-set donation amounts
• Connecting each donation level to a specific impact
• Including an “other” option for custom gifts
• Giving donors the option to cover processing fees

Research shows that highlighting a suggested donation amount can improve both conversions and total giving. 

11. Let fundraising data guide your decisions

The best fundraising strategies are backed by data. Tracking key metrics helps you identify what is driving donations, where donors are dropping off, and which areas need improvement.

Focus on:

• Donation page conversion rates
• Average gift size
• Email and campaign ROI
• New versus repeat donor revenue
• Donor retention rates
• Form abandonment trends

Many nonprofits see donation page conversion rates between 5% and 14%. Retention is equally important, with the average donor retention rate sitting at about 45%. 

Since acquiring a new donor costs roughly $1.50 for every $1 raised compared to $0.20 to retain an existing donor, improving repeat giving can have a significant impact on fundraising results.

12. Expand your reach through social media

Social media can help nonprofits reach new audiences, increase awareness, and drive more donations. The key is to combine compelling content with a clear path to your donation page.

Focus on:

• Sharing impact stories, photos, and urgent needs
• Promoting donation links in social posts
• Using platform fundraising tools
• Running targeted social media ads
• Partnering with influencers or community pages
• Making content easy to share
• Tracking donation results from social campaigns

Social media plays a growing role in donor decision-making. In fact, about 29% of donors say social media appeals influence their giving. By creating engaging content and making it easy for supporters to donate or share your campaign, you can turn social engagement into fundraising results.

13. Give donors flexible ways to pay

Donors are more likely to complete a gift when they can use their preferred payment method. Limiting payment options can create unnecessary friction and lead to abandoned donations.

Focus on:

• Accepting credit and debit cards
• Offering PayPal, ACH, and e-check payments
• Supporting digital wallets such as Apple Pay, Google Pay, and Venmo
• Displaying payment options clearly on the donation page
• Supporting multiple currencies for international donors

Payment preferences vary widely. About 63% of online donors prefer to give by credit card, while 10% prefer PayPal. Expanding payment options can reduce drop-offs and help capture donations that might otherwise be lost.

14. Test, learn, and improve continuously

The most effective fundraising campaigns are rarely perfect on the first try. Regular testing helps you identify what motivates donors and improve results over time.

Focus on:

• Testing different headlines and campaign messaging
• Comparing images and visual elements
• Experimenting with donation button text
• Testing donation amount displays and labels
• Comparing single-page and multi-step forms
• Testing email subject lines and calls to action
• Using analytics and fundraising reports to measure results

Even small changes can have a measurable impact. Consistent testing helps you build on those gains and make smarter fundraising decisions over time.

15. Strengthen donor stewardship after every gift

Many nonprofits focus heavily on acquiring new donors but spend less time nurturing the ones they already have. Consistent follow-up helps donors feel valued and keeps your mission top of mind long after the initial donation.

Focus on:

• Sending prompt and meaningful thank-you messages
• Sharing updates on how donations are being used
• Reporting the impact of donor support
• Following up with newsletters and program updates
• Creating a welcome journey for new donors
• Using multiple touchpoints throughout the year

Donor stewardship has a direct impact on retention. Research shows that 41% of donors say they would likely give again if they received a personalized appreciation.

Common donation conversion mistakes

Avoid pitfalls that cost gifts. A few common errors often thwart donors:

• Too many distractions. If your donation page still shows full website menus, sidebars, or extra buttons, donors can click away. (One test removed all header links and saw a 195% increase in donations.) Keep the focus on giving, not on navigating your site.
• Long or confusing forms. Asking for too much info upfront will make people quit. Only require name, email, amount, and payment details on the front end. Remove optional fields or bury them in a “more info” section at the end. 
• Unclear purpose or messaging. If your ask is vague (“help us grow” vs. “fund new computers”), donors might not see the point. Be crystal clear on what donations will accomplish. Missing impact info kills conversion; remember, most donors check for evidence of results.
• Slow load times. A form that hangs or has errors will lose donors immediately. Test your page loading on all devices.
• No follow-up. Some nonprofits send donors back to the homepage after a gift with no thanks or receipts. This is a mistake: always show a confirmation message, send a prompt thank-you email, and tell donors how their gift will be used. It encourages them to give again.

Increase online donations with BetterWorld

Many of these strategies can be easily implemented with the right fundraising platform.

BetterWorld lets nonprofits create optimized donation pages (with suggested giving levels), set up simple recurring gifts, run peer-to-peer campaigns, and integrate social and matching features. 

Our platform also supports multiple payment methods and provides built-in analytics, so you can track your progress. In short, BetterWorld is designed to help you apply these proven tactics without heavy technical work. 

Learn how BetterWorld's fundraising tools help organizations increase online donations.