How to boost your online charity donations

Why is it important to optimise for online charity donations?

Donor habits have changed dramatically in recent years - and online giving has become the norm. Whether it’s a quick tap on a mobile, a monthly direct debit or a donation through a social media campaign, supporters expect a smooth and secure experience.

Yet, almost one in three charities say their website isn’t performing as well as it could, which means potential donations are being lost before supporters even hit “donate.”

Optimising your site for online charity donations isn’t just about having a donate button - it’s about creating a frictionless, trustworthy experience that inspires people to give and keep giving. Here’s why it matters:

• Reach more people:

A well-optimised website opens your charity to supporters anywhere, anytime, expanding your reach beyond local borders.

• Convenience counts:

Donors expect quick, easy ways to give on their phones or laptops, 24/7.

• Immediate impact:

Online donations are processed instantly, helping you put funds to work faster.

• Lower costs, higher returns:

Streamlining digital giving reduces admin time and processing costs.

• Smarter fundraising:

Online giving tools - like Access Raise - give you valuable insights into donor behaviour, helping you tailor campaigns and build lasting relationships.

With digital donations growing year on year, now’s the time to make sure your charity’s online presence is working as hard as you are.

Further reading: The definitive guide to effective charity website development

How can I optimise our website for online charity donations?

The trick to unlocking more online charity donations is to create a clear, friction-free path that encourages supporters to give. You can have the most compelling campaigns in the world — but if donors hit roadblocks just before they hit “donate,” you lose out.

Here are ten practical steps you can take.

#1 Choose a CMS built for charities

Your content management system (CMS) is the backbone of your online giving experience. A CMS tailored for charities lets you build intuitive pages, manage content with ease, and map a donor’s journey from first visit to giving.

Take the British Thyroid Foundation: They've used Access Raise to improve site navigation, refocus key resources and highlight donation pathways more clearly. They've boosted engagement - with an impressive 91.4% average engagement rate -  and made it easier for visitors to find what they needed and take action.

A charity-oriented CMS should let you:

• Update blogs, appeals and news without needing technical help
• Personalise content and paths based on donor profiles
• Track how users move through your site to refine their experience
• Show transparency: integrate content about impact, updates and how funds are used
• Link smoothly to payment gateways, email tools, social media and your charity CRM

A CMS that’s purpose-built for charities needs can save time, reduce friction and help you focus on mission, - not maintenance.

Further reading: WordPress/Agencies vs Access Raise - what's the difference?

#2 Integrate your website with your CRM

When your website and charity CRM operate in silos, you lose insight into who your donors are and how they engage. An integrated system gives you the full picture - web behaviour, donation history, campaign response - all in one place.

That visibility enables:

• Personalised content and appeals
• Automated thank-you messages, impact updates, and donor journeys
• Smarter fundraising decisions based on data

Further reading: The benefits of charity website – CRM integration

#3: Spot and remove donor journey barriers

To boost online charity donations, you must understand where people drop off. Use your analytics to track how many visitors reach your donation page, and where they leave. Then you can audit those pages for common issues, which often include:

• Weak or unclear call-to-action
• Long or dense copy
• Lack of follow-through links
• Cosmetic or usability distractions

Make one change at a time, test and iterate. Optimisation never stops!

#4: Drive traffic towards donation pathways

A great donation page works only if people see it! Use other channels to send visitors to your site, especially to your donation or campaign landing pages:

• Social media: Share stories, impact updates, appeals with links
• Paid campaigns: Use tools like Google Ad Grants to promote key pages
• Email campaigns: Include calls-to-action, donation links, event sign-ups
• Optimise SEO: Use relevant keywords to drive organic traffic

For example, Fashion & Textiles Children's Trust uses the Access Charity Ad Grants service to maximise $10,000 worth free Google Ad Grants a month - and funnel families to the site. Google is now their second-largest source of site traffic, making their online presence vital for fulfilling their mission. 

#5: Speed is non-negotiable

Slow load times kill conversions. Google’s research shows that bounce rates jump dramatically when load time goes from 1 second to 3–5 seconds. Your goal: sub-2 seconds if possible.

To improve speed:

• Compress images
• Use a reliable hosting provider
• Cache pages and use a content delivery network (CDN)
• Minimise scripts and HTTP requests

Better page speed leads to better user experience - and more completed donations.

#6: Create focused landing pages

When a donor clicks a campaign link, send them to a page built specifically for that campaign — not a generic homepage. Make it scannable, with:

• Short headings and subheadings
• Bullet points or short paragraphs
• Relevant images / infographics
• A clear, strong call-to-action

This clarity reduces confusion and helps retention through the donation flow.

Further reading: How to get the most out of your website’s content

#7: Keep your donate page simple, savvy and secure

Borrow best practices from e-commerce: simplicity, clarity and trust win.

• Lean: One page is fine. Ask only for essential fields. Avoid long forms or CAPTCHAs.
• Responsive: The page must function flawlessly on mobile, tablet, and desktop.
• Trustworthy: Display your branding, security badges, and use a well-known payment provider.

If donors aren’t confident their data is safe, or if the process feels cumbersome, they’re more likely to abandon.

#8: Make your ask meaningful

Rather than “Give £10 / £20 / £50,” frame asks in terms of impact: “£10 provides meals for one family,” or “£25 supports one child’s educational materials for a month.” The more concrete and personal the ask, the more compelling it becomes.

#9: Showcase what donors have helped you achive

People give because they want to make a difference - show them that difference. Create a section on your site for stories that highlight:

• What the project was
• Who benefitted
• How donations helped
• Next steps or ongoing need

Include social share buttons too, so your donors can amplify the impact.

#10: Use strategic "nudges"

Nudge marketing is about gentle reminders and smart prompts, not hard sells! Some techniques include:

• Pop-ups or banners promoting a campaign when someone visits a page
• Remarketing ads (for people who visited but didn’t donate)
• Dynamic content that changes based on user behaviour
• Short emotional video stories used in ads or social embeds

If used wisely, nudges can re-engage visitors without overwhelming them. Pay attention to "used wisely" here - too much can cause friction and frustration.

To grow your online charity donations, every click, design decision and interaction should be intentional. As you test and refine your donor path, you build trust and reduce friction.

• Examine analytics constantly.
• Test new layouts, wording, or prompts.
• Automate intelligent follow-ups and thank-you notes.
• Provide impact stories and updates to keep supporters invested.

Real success stories:

Kicks Count saw transformational growth after improving its online giving experience. By combining an engaging Access Raise website with better visibility through Charity Ad Grants, the charity increased its annual income from £18,000 to over £140,000.

“That investment has been absolutely transformational.” 

Read the full story

St Petrocs, a homelessness charity in Cornwall, also saw major gains after integrating its website and CRM. By joining up donor data and creating a seamless online journey, they achieved a 30% uplift in regular donors and a 30% increase in average gift size.

"The integration now happens without thinking, and we can track every online donation and collate the invaluable, relevant information."

Read the full story

Ready to give your donor journey the attention it deserves? Let’s talk about what’s possible.