Fundraising Trends
By the time someone reaches your donation page, they have already made dozens of decisions that day. They may also be responding to an emotional moment, such as a story that moved them, a need that felt urgent, or they simply decided it was time to give.
They pull up the donate page on your website and…the questions begin.
Which program? What amount? One-time or monthly? Cover the fee? Add a note? Join the mailing list?
Each option may seem helpful on its own. Together, they can turn a generous impulse into a tedious to-do list.
Why This Matters
Giving programs and designated opportunities still have an important place. The goal is to be selective about the choices placed in front of donors rather than eliminate their choices altogether.
When ministries ask donors to make too many decisions, they shift the burden of determining where the gift is best suited onto the donor. This can create doubt, which makes it easier to click away without doing anything.
A positive giving experience offers enough direction to build confidence without making donors navigate your internal priorities.
Next Steps
Walk through your donation process as if you were a first-time donor. Count every decision required from the initial appeal to the completed gift.
Which choices are essential? Which could be removed, delayed, or replaced with a recommendation?
Your ministry can still offer giving options, just make sure each one earns its place.
How many decisions are you asking donors to make before they can complete a gift?
Sam Rinearson
Director of Strategy | sam@eaglecom.us