To give or not to give: Page optimisation for donation completion

Exploring the features and functions of donation pages that can be optimised to ensure more people complete their donation



About this session

Many people visit your website through a journey that would be classified as “high intent” – they have indicated that they are keen to donate, but, for some reason, you don’t see a 100% conversion rate. Somewhere along the way, some of those people who have said they wanted to donate didn’t. This session will explore three key areas that prevent people from donating: story, functionality, and trust. Principles of checkout design and how charities can approach the problem with different audiences will also be examined.

Aimed at:

  • Individual giving and events fundraisers
  • Digital teams
  • UX designers
  • Digital product managers
  • Heads of individual giving

Learning outcomes:

  • Conversion rate optimisation best practices
  • How to identify and analyse different behaviours across audience segments
  • How to increase your donors without increasing your budget



Eoghan Beecher (Ireland)
Country Manager UK and Ireland, iRaiser