Five things you can do today to maximise your donation funnel

It’s tough to be a charity right now. PPC costs are rising, the cost-of-living crisis is taking its hold on potential donors, and the causes you support are still in need of significant help. This means that your website needs to work harder than ever to maintain the level of donations it has produced historically, before even considering how to increase them.

This article shares five steps that can help make your donation funnel work harder. We’ve used insights from our work with a wide range of charities in the UK and provided real life examples of great work that you can use for inspiration for your own donation flow.

1. Talk to your users

This sounds so simple that you might be tempted to stop reading here but it’s often the most overlooked aspect of improving the performance of a website. Most charities can rely on some analytics data for an indication of where there is friction and what the drop off is, however few know why.

Utilising some user testing, whether moderated (with a professional asking questions and exploring themes with the user) or unmoderated (users follow a pre-set script) can unlock the ‘why’ behind the ‘what’,