The Fundraising Agency That Helps Nonprofits Grow

Episode 32: How to create a donation page that converts visitors into donors, with Tim Kachuriak

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Do you know how many of the people that visit the donation page on your website actually end up making a gift? 

If you’re like most nonprofits, the answer may shock you.

The industry average conversion rate on donation pages is as low 4%. That means we are failing 96% of potential donors who visit our donation page.

It also means we’re losing valuable donors who might otherwise be willing to give to our cause, but for some reason are driven away or don’t take action. 

Today’s guest is on a mission to change that. Tim Kachuriak is the founder and chief innovation and optimization officer at NextAfter — a fundraising research lab and consulting firm that works with nonprofits and NGOs to help them grow their digital fundraising.

In our chat, Tim walks through what an ideal donation page looks like top to bottom — based on extensive research, testing, and optimizing with some of the biggest nonprofits out there. 

So pull up your donation page and take notes, because Tim is going to share tested tactics to reduce friction for your donors and increase conversions from people who come to your donation page. 

Chances are, your donation page can use some improvement. And if you don’t optimize it, you are leaving money on the table. 

Today we’ll cover:

[3:32] – Good Friction vs. Bad Friction
[5:30] – The #1 mistake made on most donation pages
[8:37] – What you should see at the top of your donation page
[13:18] – How to craft the copy before the giving form
[18:27] – How video performs vs. copy on these pages
[20:25] – Making the giving form conversational
[25:40] – How to effectively offer a monthly donation 
[28:45] – What information we should be asking for from the donor
[31:00] – Communicating trustworthiness during the payment process
[39:02] – Should you include a verification page? 
[41:17] – Tim’s encouragement for nonprofit leaders, fundraisers and marketers  

Get connected:

If you’re looking for more information and resources to optimize your fundraising efforts, you can find them at You can also find their free donation page template here.

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