Insights

Donor abandonment—when a potential donor leaves a donation form before completing their gift—costs nonprofits an average of 60% of their potential revenue. Five targeted solutions address the root causes: simplifying the giving process, displaying security indicators, minimizing required fields, offering suggested donation amounts, and fitting everything onto a single page. Implementing even a few of these changes can meaningfully reduce abandonment rates and increase completed donations.

With donors increasingly on mobile devices, nonprofits must ensure their websites are thumb-friendly, responsive, and fast-loading. Five practical tips — from compressing images to simplifying navigation — help organizations reduce friction for mobile donors and supporters.

Donor engagement increasingly happens on mobile — through email, social, and giving pages — making optimization a moving target for nonprofits. Organizations that continually test and refine their mobile experience will build stronger connections with donors wherever they are.