How to Remove Friction From Your Donation Page

Reading Time: 15 minutes

Each additional step in an online donation flow increases the likelihood of abandonment. Common sources of abandonment include excessive required fields, unclear form labels, confusing error handling, slow load times, and poor mobile layout.

Published benchmarks commonly place nonprofit donation-page conversion around 17%. At that level, most visitors who reach the donation form do not complete the transaction. This has direct operational implications. A modest increase in completion rate can materially change annual revenue. One analysis estimated that increasing completion from 17% to 30% for a nonprofit with $100,000 in annual online donation revenue could yield approximately $76,000 or more in additional funds available for programs .

The central variable is friction. Reducing friction typically involves limiting required inputs to what is necessary to process the payment and issue a receipt, improving mobile usability, and making the primary donation action unambiguous.

Donation UX fundamentals

Why Every Moment and Field Matters

Online donors today have high expectations and limited patience. Friction is anything that causes hesitation or extra effort – and it adds up quickly. Studies confirm that each additional form field or page in your donation process can significantly cut completion rates . In other words, every unnecessary detail you ask or extra step you require risks “lost” donors who quit mid-donation. For nonprofits, that means lost mission dollars. As one nonprofit tech report bluntly puts it: “every extra piece of information you request upfront could be preventing someone from completing their donation.” It’s far better to get a small donation (and minimal info) than to get nothing because your form scared them away.

Consider this example: A faith-based charity discovered many supporters clicked “Donate” but never finished the form. Their old page was cluttered with 12 required fields before payment, tiny text, and a layout that broke on phones. After a UX overhaul (trimming to only essential fields, designing mobile-first, and adding clear impact messages) their donation completion rate jumped 30%, helping them raise over $2.4 million in 9 months through the new page . The same supporters, same mission and the difference was simply a smoother, more confidence-inspiring giving experience. As the project lead noted, “a few thoughtful changes” turned frustrated would-be donors into actual supporters and even repeat givers .

Donation UX best practices

Key Elements of a Frictionless Donor Experience

A “frictionless” donation experience means meeting donors where they are, anticipating their questions, and removing any obstacles in their path. Practically, that comes down to a few UX best practices.

1. Simplify and Streamline the Form

Keep it as short as possible. Collect only the information that’s truly necessary to process the gift (and issue a receipt), usually just name, payment details, and an email. Everything else can be optional or collected later. If you catch yourself asking for a phone number, address, title, how-heard-about-us, or other non-essentials “just in case,” stop and reconsider. Each extra field is a potential off-ramp. As one UX expert observed, at around 5 form questions the drop-off is ~2%, at 10 questions ~4%, and it keeps worsening with every addition. Nonprofit studies likewise find form abandonment increases with each additional field because long forms create cognitive overload that overwhelms donors.

Take a hard look at your form and ruthlessly cut the fluff. Do you really need separate home and work phone fields, or a fax number? Probably not. Does it matter if you get the donor’s address right now versus later? Often, no. One nonprofit compared having 100 donors who give just an email vs. only 60 donors who filled out a longer form with full contact info. Those 40 lost donations far outweighed any extra data collected. In their words, “the risk isn’t incomplete information. The risk is so much required info that you get no donation at all.”

Make the process predictable and short. Ideally, the entire donation flow should be one page or a couple of quick steps. Surprises like redirects to third-party sites or multi-page gauntlets will spook some donors into abandoning ship (especially less tech-comfortable folks). If you do use multiple pages or pop-ups, clearly indicate progress (e.g., “Step 2 of 3”) so donors know it’s manageable. Many nonprofits find a clean one-page form or a simple 3-step wizard works best, far from the “endless scroll of doom” of old forms that crammed 20 fields and paragraphs of text into one page. The goal is to minimize interaction cost. Every click, scroll, or keystroke should feel effortless.

Design for mobile. Nearly half of online donations now happen on mobile devices, yet too many forms are mobile-hostile: tiny text, buttons that require pinching and zooming, or layouts that break on a phone screen. A frictionless form is responsive and touch-friendly by design:

  • Use a single-column layout and ample spacing so users naturally scroll down and don’t get confused by multi-column layouts.
  • Make buttons large and thumb-accessible, with clear labels.
  • Use mobile-friendly input types (e.g., numeric keypad for amount fields).
  • Ensure the page loads fast and doesn’t bog down older devices. Donors won’t wait long for a spinner to resolve.

Small tweaks here make a huge difference. In one A/B test, simply moving a donation form lower on a landing page (so visitors could read about the cause first) actually doubled conversions for a nonprofit. It turned out many mobile users wanted to scroll and absorb context, and placing the form front-and-center too soon was a turn-off. The lesson: design and position your form in a way that suits how real supporters interact with your site, especially on phones.

2. Make Your Call-to-Action Clear and Reassuring

Don’t hide the path to donate. Shine a spotlight on it. Make sure a prominent “Donate” or “Give Now” button is visible on every key page, in your menu or header. It sounds basic, but you’d be surprised. About 1 in 4 nonprofit homepages still lack a clear Donate call-to-action. Use plain, compelling language (“Donate Now” consistently outperformed vague terms like “Contribute” in user tests). And once the donor clicks that, keep the momentum. The donation page itself should have a clear headline or title confirming they’re in the right place, and perhaps a short encouraging note (“You’re making a difference today!”). Avoid generic “Submit” buttons on the form. Instead, use wording that reinforces the action, e.g., “Donate $50 Now” or “Complete Your Gift.” This not only motivates but also confirms to donors what will happen when they click.

Reassure donors throughout the process. For example, if the form will have multiple steps or a redirect for payment, tell them upfront (“Next, you’ll enter payment on our secure PayPal page”) so they don’t feel lost. And always show a confirmation page at the end that explicitly thanks them and confirms the donation went through. Nothing kills trust like hitting “Donate” and then wondering if it worked. (If you can, follow up with an immediate email receipt and thank-you as well. Donors look for that nearly instantly.)

3. Build Trust with Transparency and Security

Trust is the currency of online giving. A donor who has any doubt, “Is this site legitimate? Will my card be safe? Where is my money going?”, is a donor likely to abandon. Your donation page must address those anxieties. Key ways to do that:

  • Show security badges or seals. If your form is secured by SSL, or you use a well-known payment processor (Stripe, PayPal, etc.), display those logos and a brief note like “Your information is securely encrypted.” This isn’t mere decoration. 72% of individuals say that seeing a charity rating or trust badge makes them more likely to give. Don’t make them hunt for reassurance. Put it right on the form near the credit card fields.
  • Use a professional, consistent design. Your donation page should visually match your organization’s brand (logo, colors) and look clean and error-free. Users are quick to hit the back button if a donation form looks oddly formatted or “off” compared to the main site. It triggers suspicion that they’ve been sent somewhere sketchy or to a third-party page. Consistency equals credibility. Even on chapter or third-party platforms, customize the page with your nonprofit’s branding and messaging as much as possible.
  • Be upfront about how donations are used. Earlier in the decision process, donors crave transparency about your mission and finances. Make sure before they even click Donate, it’s clear what your organization does and how funds help (e.g., “90% of donations go directly to programs”). On the donation page itself, you can reinforce this with a short blurb or link, e.g., “Your gift will be put to work immediately to [feed 100 families / provide scholarships, etc].” If you have Charity Navigator or GuideStar ratings, or testimonials, those can appear near the form as credibility signals.

    The goal is to answer the quiet doubts in a donor’s mind at the critical moment. (As Nielsen Norman Group’s research found, donors often hesitate if they can’t find information about an org’s mission or efficiency. Many will not donate unless those questions are resolved.)


Finally, eliminate anything that might trigger fraud concerns or confusion. For example, don’t require donors to “log in” or create an account to give. Offering a seamless guest checkout is vital (account creation feels like a hassle and raises questions of “why do they need this?”. It’s a known conversion killer in ecommerce too). Similarly, if you partner with a third-party donation processor that redirects, ensure the transition is smooth and the third-party page clearly references your nonprofit. Any ambiguity here can cause drop-off. Remember, to click that final submit, the donor needs to feel 100% safe. Build that confidence with every element on the page.

4. Meet Donors Where They Are

Another way to remove friction is to offer donors choices that fit their preferences, so they don’t abandon out of inconvenience. Multiple payment options matter because different supporters prefer different methods. Some may feel safer using PayPal or Apple Pay or Google Pay instead of typing card details again. Providing express checkout options can reduce effort and increase completion rates. Especially on mobile, one-tap wallet payments can be a game changer. If your donation platform allows it, enable at least one alternative to credit cards.

Flexible giving options also reduce friction when they are integrated cleanly into the same flow. Make it easy for someone to become a monthly donor or tribute giver without a separate, lengthy process. Include a clear toggle or checkbox for “Make this a monthly gift” (ideally phrased in an inspiring way, like “Make this a monthly impact”). Ensure the option is prominent, not a buried footnote, because recurring donors are incredibly valuable. Likewise, if you support tribute donations (in honor or memory of someone), integrate them smoothly. Each of these options, if clunky, can cause a donor to give up or opt out. When done well, they add value without adding much friction. In fact, simply presenting the monthly option well can boost recurring enrollments by about 25% in some redesigns.

Allow donors to skip or defer non-critical choices. If your form asks questions like “How did you hear about us?” or offers designations for the gift (specific program, etc.), consider making those optional or defaulted. You can collect more information later, via a follow-up survey or a preference center, once the donation is complete. Research shows donors are more willing to provide additional details after completing a gift, when they are not dealing with form fatigue. The first priority is to get that gift secured.

5. Illustrate Impact to Inspire Action

Perhaps the most powerful way to reduce a donor’s hesitation is to remind them why their gift matters, right at the moment of giving. When a donor tangibly understands the impact of their donation, the psychological friction (second-guessing, feeling unsure) melts away and motivation spikes. You can do this by integrating simple storytelling elements into the form.

Use specific impact statements for donation amounts. Instead of presenting a generic set of giving levels (“$25 / $50 / $100 / Other”), tie each amount to a real outcome, e.g., “$50 provides a week of groceries for a family.” This technique answers the crucial question in donors’ heads, “What difference will my $X make?”, in a concise, emotional way. It’s been shown to not only increase conversion, but often bump donors to choose higher amounts. In one case study, adding an interactive “impact calculator” beside the form, which displayed a short message as donors picked different amounts, led to donors feeling more connected and even giving larger gifts on average. Donors reported things like “I loved seeing exactly what my gift could do. It felt like I was partnering in something concrete.” You don’t need a fancy calculator widget to do this. Even a static list of examples or a line of helper text next to the amount field can work. The key is to be concrete and honest (use real programs, avoid overly vague jargon).

Leverage visuals if possible. We are visual creatures. A photo that reflects your mission can instantly build an emotional bridge that text alone may not. If your donation platform supports it, consider adding a relevant image on the form or even on the donate button choices. For example, a children’s charity might show a photo of a child next to the description of what a $100 gift accomplishes. In fact, some modern donation forms now let you put thumbnail images on each suggested gift button (e.g., a small picture of a meal for a hunger relief nonprofit’s $40 option). This “puts a face” to the donation and can inspire more generosity. Just be sure any imagery is respectful and representative. Even without multiple images, having one compelling banner or header image on the donation page that reinforces the impact (e.g., a happy beneficiary or your team in action) can boost donor confidence and enthusiasm.

Speak to donors’ motivations. Good donor UX is a bit like a conversation. Anticipate and answer donors’ top questions as they go. Besides “Where does my money go?”, donors often wonder “Why now?” or “Does my small donation matter?” Use a short intro or header on the form to address this, e.g., “Your gift today will immediately [do XYZ]. Every bit helps and we’re grateful!” This kind of copy, placed strategically, reassures donors and affirms their decision to give, smoothing out those last-second hesitations. Building trust and urgency through content is part of reducing friction too. It keeps the donor emotionally invested through the process instead of drifting away.

6. Ensure a Smooth Finish (and Follow-Up)

A truly frictionless experience doesn’t end the moment the donor hits donate. What happens right after is important to cement trust and leave the donor feeling good, not confused. So, pay attention to the following.

The Thank-You / Confirmation Page: Immediately show a confirmation message that thanks the donor by name and reiterates the impact of their gift. For example, “Thank you, Jane. Your donation is already hard at work providing textbooks to students. A receipt has been sent to your email.” This closure gives donors peace of mind that their transaction went through and that it meant something. Surprisingly, many orgs only show a barebones “Thank you,” or nothing at all, leaving donors unsure. A better thank-you page can even include next steps (e.g., social share buttons, or a gentle ask to join your newsletter), but keep it focused on gratitude and assurance, not a hard second ask.

Email Confirmation: As noted, send a prompt email receipt that’s more than just a payment confirmation. It should thank them warmly and perhaps share a quick anecdote or fact about what their donation will do (personalization and sincerity here go a long way to encourage future gifts). This follow-up isn’t visible during the form UX, but donors expect it as part of the overall experience. Knowing they’ll get an official receipt and note (“You will receive an email receipt within minutes”) can even be mentioned on the thank-you page to set expectations.

Post-donation engagement: After the immediate thank-you, have a plan to continue frictionless engagement. For instance, you might redirect to a page inviting them to connect on social media or see a short success story. Or, send a welcome series by email as part of your donor stewardship. The idea is to make the donor feel rewarded and reassured for giving, never wondering if their gift disappeared into a black hole. This emotional payoff is what turns one-time donors into loyal supporters.

Remember, a happy donor is far more likely to give again. Reducing friction isn’t just about that first gift. It’s about setting the stage for a positive ongoing relationship.

A Quick Donor UX Checklist

For busy nonprofit teams wearing many hats, here’s a handy checklist to review your online donation experience. Use it to spot common friction points and quick wins. Use this checklist to audit your donation process with your team. Even removing or improving just a couple of items (for example, dropping two redundant fields and adding one strong impact message) can make your form feel immensely more friendly.

Minimize Fields

Ask only for must-have info on the donation page (usually name, email, payment). Challenge each additional field. If it’s not mission-critical or legally required, cut it or make it optional.

Keep It Short and Intuitive

Aim for a one-page or few-step form with a logical flow. No long essays or multi-column confusion. If your form is still long, consider grouping it into 2 to 3 smaller steps with clear labels and a progress indicator.

Mobile-Optimize Everything

Test your form on a phone and tablet. Ensure text is readable without zoom, buttons are easy to tap, and nothing requires horizontal scrolling. Speed-test it too. It should load quickly on mobile data.

Prominent Donate Button

Make the initial Donate call-to-action obvious site-wide. Use direct language like “Donate Now” and avoid jargon. On the form itself, use an action-oriented button label that confirms the action (“Give $50 Now” vs. a dull “Submit”).

Trust Signals Visible

Display security icons (SSL lock, credit card logos) and any charity watchdog badges or partnership logos near the form. Include a note about your privacy or security policy to reassure donors their data is safe.

Consistent Branding

Use your nonprofit’s logo and branding on the donation page. The design should match your website’s look and feel so donors know it’s legitimately yours. Mismatched or sloppy design can sow doubt.

Clarity on Use of Funds

Provide a short statement on how donations will be used or the impact of this campaign. Even a sentence like “Your donation helps provide clean water to 3 villages” builds trust. If applicable, show program allocation stats or mention that you’re a registered 501(c)(3).

Suggested Giving Levels with Impact

Offer 3 to 5 suggested donation amounts and tie each to a tangible outcome (“$100 delivers a winter coat to 10 people”). This gives donors guidance and motivation. Include an “Other” field for flexibility, but still try to prompt an amount. Never leave it blank by default without context.

Easy Monthly Giving Option

If you have recurring giving, incorporate it seamlessly, for example a toggle or separate button for “Give Monthly.” Highlight the benefit (“Make it a monthly gift to have impact all year”) so donors see the appeal. Make sure it’s clear and not automatically forced. Don’t default to monthly without the donor’s active choice, which can feel sneaky.

Multiple Payment Methods

Where possible, enable alternatives like PayPal, digital wallets, or bank transfer. Let donors choose their preferred secure payment, reducing barriers for those who don’t have their credit card handy.

Test for Snags

Do a test donation yourself (and with a friend) on both desktop and mobile. Note any point where you hesitate, any wording that’s unclear, or any friction (e.g., “Why do they ask for this info?” or “This step took a while to load”). Those notes are gold. Fix those pain points first.

Post-Donation Thank-You

Set up a tailored thank-you page and email. Include a sincere thank-you message, reference the donor’s impact (“Your gift just bought 20 meals!”), and let them know what to expect next (receipt, updates). A warm, reassuring finish leaves donors feeling positive and valued.

Make online giving easier

Turn Fewer Abandoned Gifts Into More Funded Work

For resource-strapped nonprofits, optimizing your donation form might not seem like the flashiest priority, but it is one of the highest-leverage moves you can make. It’s about respecting your donors’ time and intentions. When someone has decided to support you, every extra hurdle is an invitation to abort that decision. By creating a frictionless donation experience, you’re not doing “marketing.” You’re fulfilling your side of the partnership with supporters by making it easy, transparent, and uplifting for them to contribute.

Think of your online giving page as a bridge between a person’s goodwill and your mission’s needs. If that bridge is rickety or confusing, many will turn back. But a smooth, well-lit bridge, one that anticipates their needs and questions, will carry far more people across to become actual donors. As one UX expert put it, it’s “not really about forms and fields. It’s about giving your organization more capacity to do the work that matters, and giving your donors a more straightforward, confident way to stand beside you.” In other words, reducing friction directly translates into more completed gifts, which means more fuel for your programs and greater impact in the community.

The best part is that you don’t need a big tech team or budget to start improving donor UX. Simple changes, a cleaner layout, one less step, a clearer message, can yield surprisingly large gains. And unlike trendy fundraising fads, a user-friendly donation process will keep paying dividends year after year because human psychology isn’t going to change. People will forever appreciate ease, clarity, and respect.

So, take a fresh look at your donation experience through the eyes of a first-time donor. Where might they get confused or discouraged? Fix that, and you’ll prevent countless lost donations. By making your online giving truly frictionless, you’re not only boosting conversions. You’re honoring your donors’ generosity and ensuring no support for your mission slips through the cracks. In the end, that means more meals served, more beds filled, more lives changed, all because you smoothed the path for people who care to give. And that is a win worth striving for.