Donation form for NGOs. How to design it to be effective?

In every organization, there comes a moment when emotions and actions meet the digital reality. After weeks of working on a campaign, dozens of hours spent writing moving stories, editing videos, reaching out to the media and volunteers, everything finally leads to the climax: a potential donor clicks the "Support us" button.

This is the moment of truth.

But very often - despite being moved, despite the willingness, despite good intentions - the story ends with... silence. No donation notification. No thank you email. No conversion. And no answer to the question: "What went wrong?".

This is not an isolated issue. It's a systemic error affecting hundreds, if not thousands, of NGOs in Poland. Where does the root of the problem lie? In most cases - in the donation form. A place that should be a gateway to action, but too often becomes a digital bottleneck. An obstacle. A barrier. The point where emotions fade, and good intentions dissolve in frustration.

What does it look like in practice?

• The form takes too long to load, especially on a smartphone.
• It's too long - it requires so much information, it feels more like a job application form.
• It's not intuitive - it's unclear what to click, where to enter the amount, or what each step means.
• It doesn't inspire trust - there's no information about the payment operator, no SSL certificate, no thank you message after the donation.
• It doesn't offer the simplest payment methods - BLIK, PayPal, instant transfers.

As a result, even people who wanted to help end up giving up. They close the tab. They tell themselves, "I'll do it later". And then they never come back. The donation form, which was supposed to be a bridge between the heart and action, turns into a barrier. Not out of malice. Not because of anyone's fault. Simply because it was treated as a technical detail - not as a key element of the entire process. One well-designed form can increase the number of donations by 50-100%.

Sounds exaggerated? We get it. At first glance, it might seem unlikely that one single web page - often consisting of just a few fields and buttons - could have such a massive impact on the effectiveness of fundraising efforts. But that's exactly what the data shows - hard, measurable, undeniable.

Organizations that consciously designed or optimized their donation form saw a conversion increase of 50% to even 100%. That means twice as many donations with the same website traffic. Twice as much support without needing to increase the advertising budget, publish more posts, or run more promotions. Simply because the final step on the donor's journey was no longer a blocker - it became the trigger for action.

Why does this happen? Because the donation form isn't just another form. It's a decision point. It's the donor's digital "yes", which requires trust, safety, and simplicity. It's the moment when emotion turns into action - and that moment cannot be messed up.

Small change - huge impact

In the digital world, even small tweaks to the user interface can bring massive results. Changing the order of fields, adding buttons with preset amounts, simplifying the language, highlighting the payment method, these may seem like minor cosmetic changes, but for the user, they make the difference between the decision "I'll help" and "maybe later".

What's important: this improvement doesn't come from "UX magic" or marketing trickery. It's the result of understanding donor psychology:

• that they don't want to overthink how much they should donate - they need a suggestion,
• that they want to act fast - so they can't be forced to click through 12 fields,
• that they need to feel safe - which means clear messages and familiar payment methods,
• that they act on impulse - so the form must not disrupt that decision.

When all these elements are in place, donations start to "flow" - smoothly, naturally, consistently. A well-designed donation form isn't about aesthetics - it's about strategy. People often say "the form should look nice". But effectiveness doesn't come from pretty icons and pastel colors. What matters is functionality and usability. A good form:

• guides even an inexperienced user step by step,
• eliminates doubts and questions, before they even arise,
• reduces the number of steps to a minimum,
• shows immediate results (e.g. through automatic donation confirmation),
• and most importantly - does not force the donor to think.

In practice, a good donation form works like a good volunteer: friendly, clear, polite, and effective. It doesn't pressure, but encourages. It doesn't overtalk, but guides.

Results you can measure

Organizations that have gone through the process of improving their donation form notice:

• an increase in the number of completed donations (fewer "abandoned" forms),
• higher average donation amounts (especially when buttons with suggested amounts are included),
• more recurring donations (when the form clearly offers this option),
• a higher number of people returning with another donation (because the entire process was remembered as friendly and positive).

All of this happens without increasing website traffic. Without increasing spending. Without hiring more people. It proves one extremely important truth: sometimes you don't need to do more. You just need to do it better.

What makes the most effective donation forms and how to implement them

If you're part of a nonprofit organization, a small foundation, association, or grassroots initiative, you already know that every penny counts. And if you're counting every penny, you need to know why some of them never reach your organization, even though they could.

The best donation forms aren't a matter of luck. They are the result of deliberate decisions. And we're here to show you how to make those decisions with intention. What exactly makes a form generate more donations? We won't speak in generalities. We'll break a donation form down to its core components. You'll learn:

• how many form fields are optimal (and why every additional line matters),
• what "clean design" looks like and what "distraction-free" really means,
• how preset amount buttons work and why they are more effective than empty input fields.

Best practices from the market

You don't have to test everything on your own. We'll share solutions that are already working, both in Poland and around the world. We'll explain what large NGOs are doing right, but also how small, local organizations can take advantage of the same strategies.

How to introduce different payment methods, smartly and effectively

Cards, bank transfers, BLIK, PayPal - these aren't technical obstacles, but features that can be implemented without major costs. We'll show you:

• which options are mandatory in Poland (spoiler: BLIK!),
• which ones increase conversion for international donors,
• how to simplify the choice without creating chaos.

Trust - step by step

Trust is the currency donors pay with before they donate money. We'll show you:

• how simple elements (icons, information, a photo) can boost the feeling of security,
• what a donor needs to see before clicking "send donation",
• how to avoid mistakes that seem minor but ruin the entire relationship.

How to recover abandoned donation forms

Yes - it's possible to win back people who started filling out the form but gave up. With reminder strategies like:

• pop-ups,
• emails,
• social media retargeting, you can recover up to 30% of lost donors. We'll show you how to do it without being pushy, but with empathy.

How to promote your form so it's always within reach

Even the best donation form in the world won't help if no one finds it. That's why we'll show you:

• where to place it on your website so it's always visible,
• how to integrate it with your newsletter, social media, blog, and "About Us" page,
• how to use UTM links, QR codes, and ad campaigns to track what actually works.

What matters most?

You don't need to be a specialist. You don't need to know HTML, UX, or any tech jargon. You don't need Amnesty International's budget. What you really need is awareness, a bit of time and the willingness to act. In this guide, you'll find clear answers, practical solutions and easy-to-follow tips, that you can apply without having to overhaul everything. Because you don't have to change it all. Sometimes, changing just one thing - the donation form - is enough to change everything else.

Clarity and simplicity = more clicks

Let's start with a basic truth: donation is an emotional decision. Nobody gives money to an NGO because they had 10 minutes to spare and felt like analyzing a form. People give when something moves them. When emotion meets the opportunity to act. When they feel they can make a difference, right here, right now.

That's why your donation form has one job: don't get in the way. It shouldn't distract, confuse, or complicate. It should be like an open door - clear, friendly, and instantly accessible. The simpler and more intuitive this step is, the more likely a donor is to follow through on their intent.

Distraction free design: less is more

Let's be honest - many donation forms look like government applications. Too much text, unnecessary messages, too many graphic elements, backgrounds, frames, extra buttons. The result? The user doesn't know where to focus. Every bit of clutter is a potential reason to… hit "back".

So what does "clean" design mean?

• Plenty of white space - it gives the eyes a break and makes it easier to locate the key fields.
• No unnecessary graphics - keep the emotional photos on the campaign page; the form is for action, not contemplation.
• Clear headings and buttons - the donor shouldn't have to wonder what to click.
• Responsiveness - the form must work just as well on a smartphone as on a desktop (and most donations will likely come from mobile users anyway).

Think of your form as a path through a garden. If it's winding, overgrown, and full of signs, no one will follow it. But if it's well trodden, straight, and leads clearly to the goal - everyone will take that step.

Minimum number of fields: don't ask for more than you need

The more I have to type - the less likely I am to do it. This is a rule every form designer knows. And yet, many NGOs still create forms that resemble a national census survey.

Do you really need:

• The donor's full address?
• Phone number?
• Last name?
• Date of birth?

In 90% of cases - no. If the donor wants to leave more information, give them the option. But don't require it upfront.

The best forms include only 3-4 fields:

1. Donation amount selection.
2. First name (or full name).
3. Email address.
4. Payment method selection.

Sometimes you can even skip the name - an email address alone is enough if the form is meant for a quick, one time donation.

Every additional field = greater risk of form abandonment. This isn't a hypothesis, it's backed by numbers. The stats are clear: forms with fewer than 5 fields can have up to twice the conversion rate of those with 8 or more. That's not a margin of error, it's a dramatic boost in effectiveness.

Suggested amounts: help the donor decide

One of the biggest mistakes organizations make is leaving a blank field for the donation amount. We think we're giving freedom. But in reality, we're giving… uncertainty.

Donating is often an impulse. If someone has to pause and wonder, "What's an appropriate amount?", "Is 10 zloty too little?", "Maybe 50, but can I afford that?" - the decision weakens, and so does the motivation to act.

That's why effective forms include pre-set buttons with suggested amounts:

• "20 zloty" (or dollars, or etc.)
• "50 zloty" (or dollars, or etc.)
• "100 zloty" (or dollars, or etc.)
• "Other amount"

It works as a non-verbal suggestion: "20 zloty is a popular donation, 50 zloty is a bit more, and 100 zloty is a generous gesture". At the same time, you still leave the option to enter any amount, but now it's a choice, not a requirement.

Interestingly, the buttons themselves can increase the average donation amount, because people subconsciously tend to pick the middle option ("not too little, not too much").

A good donation form:

• doesn't force analysis,
• doesn't overwhelm,
• doesn't leave the donor guessing,
• it just works.

The faster a user can go from emotion to action, the more likely they are to actually do it. And the simpler the form, the shorter that path becomes. That's why simplicity isn't an aesthetic whim - it's a key conversion strategy.

The more payment methods, the better (but with care)

Imagine someone just made a decision: "Yes, I want to help. I want to donate." They clicked the button. Landed on the form. Entered the amount. Provided their email. And then they reach the final step - choosing the payment method. They look for something familiar. BLIK? Not there. PayPal? Can't find it. Card? Yes, but they have to create an account. Time passes. The decision weakens. And finally... the donor changes their mind. Closes the page. The support disappears. Not because they didn't want to help - but because they couldn't pay the way they wanted to. It's a painfully common scenario. And completely avoidable.

Every donor has their own "payment comfort zone"

In the world of online fundraising, the concept of payment comfort is becoming more and more important. It's nothing more than the donor's favorite, most familiar, and fastest way of transferring money.

For one person, that's BLIK, because it just takes approving the payment in their banking app. For another - a card, since it's saved in their browser. For someone else - a fast bank transfer through an interface they know by heart. For someone from abroad - PayPal, because they don't know the local systems. If the form doesn't offer that option - the donation is lost. Not because of a lack of good will. But because of a lack of comfort. And comfort - when it comes to money - is sacred.

Which payment methods should you offer? Here are the must haves for every organization:

1. Payment cards (debit and credit)

This is an absolute essential. Cards are the most universal payment method. Everyone has one, everyone knows how to use it. If your donation form doesn't support cards (Visa, Mastercard), you're automatically limiting your reach.

Note: format matters. Card payments should be fast and intuitive, without requiring the donor to create an account in an external system (which, unfortunately, still happens).

2. BLIK (a must have in Poland!)

BLIK is a phenomenon in Poland. Thousands of people use it daily - for shopping, food, bills, services. For many, it's the default payment method, especially on mobile devices. No BLIK in your donation form? It's like not having a ramp for strollers - nobody talks about it out loud, but the consequences are serious.

Fact: in some Polish charity campaigns, BLIK accounts for 40-50% of all mobile donations.

3. Online bank transfers (fast bank payments)

Systems like Przelewy24, PayU, Tpay, or DotPay are industry standards. They let users select their bank from a list and make a quick transfer without manually entering details. This is especially important for people who dislike using cards or mobile apps - and there are still many of them, especially in older age groups.

4. PayPal (for international donors)

If your organization reaches people outside of Poland - whether among the Polish diaspora or international supporters - PayPal is a must. It's the global standard for international payments. It's fast, secure, and widely recognized. No PayPal = shutting the door on tens of thousands of potential donors from outside Poland.

Why can the absence of a single payment method cost you a donation?

Because at the critical moment of decision, the user isn't looking for alternatives. They're looking for what they know. If they don't see it - they won't keep looking. They'll give up.

Think of it this way: a donation is an impulse, and your form must sustain that impulse - not extinguish it.

But won't offering too many options overwhelm the user?

That's a valid question, and the good news is: no, if you do it wisely.

Well, designed forms show the 2 - 3 most popular payment methods first (e.g. BLIK, card, bank transfer), and only reveal the full list below (e.g. PayPal, Google Pay, Apple Pay, digital wallets, etc.). You can also smartly adjust the displayed options based on the device type (e.g. emphasize BLIK on mobile, bank transfers on desktop).

To sum up - how to implement variety without chaos?

1. Start with the basics - card, BLIK, online transfer, PayPal.
2. Don't hide options in dropdowns or new windows - display them clearly.
3. Use icons and logos - the ones users instantly recognize.
4. Test which methods are most used - feature those at the top.
5. Make sure everything works smoothly on mobile - that's where most donations happen!

Building trust - because people don't click in the dark

You may have a great form - fast, modern, beautifully designed. You may offer all the popular payment methods. You may reduce the number of fields to a minimum. But... if the user doesn't feel safe, they won't click "donate".

Why?

Because a donation is an act of trust. It's not a regular transaction. It's not buying a product you can return. It's handing over your own money in good faith - hoping it will go where it's supposed to and be used wisely. If anything in the form causes doubt, uncertainty, discomfort - the user hesitates. Even if they really want to help. That's why trust isn't a "nice bonus". It's an absolute must. A foundation without which effective online fundraising simply doesn't exist.

1. Security icons - visual confirmation that everything's OK

Trust doesn't appear out of nowhere. It has to be communicated - ideally through simple, recognizable symbols that users subconsciously associate with safety.

What should you add to the form?

• SSL certificate - essential. The website address must start with https://, and a padlock icon must be visible in the address bar. If it's missing - many browsers will show a warning that discourages the user before they even type anything.
• Payment operator logo - e.g., PayU, Przelewy24, Stripe, DotPay. These companies are recognizable, and their presence gives the impression that everything is happening "by the book".
• Data encryption icons, e.g., "Your data is protected with 256-bit SSL encryption", "Secure payment" - short messages accompanied by graphical trust indicators.

For a user who doesn't know your organization, the donation form is the only point of reference when deciding whether to trust you. Help them make that decision - visually, clearly, and subtly.

2. Information about what happens to the data and the money

People want to know what happens after they click. Not only with their money, but also with their personal data. In the age of GDPR and growing awareness of privacy issues, transparency in this area is crucial.

What's worth doing?

• Add a short note:
  "We will use your data only to confirm the payment and potentially to thank you. We never share it with third parties."
• Add a link to the privacy policy or FAQ:
  "See how we protect your data"
• Briefly describe the purpose:
  "100% of your donation goes directly to support our beneficiaries. Operational costs are covered from other sources."

The user needs to feel confident about where their money is going. They don't need to see a full annual financial report - a simple, human message is enough. Trust grows when someone speaks clearly and specifically.

3. Quick confirmation - end the donation with a strong, positive note

Donating is an emotional decision. It's worth ending it in a way that leaves a good impression and encourages people to return. Nothing kills the moment more than a blank, cold browser window or no response at all.

Make sure to include:

• a thank you screen that appears immediately after the donation (e.g., "Thank you for your support! Because of you, we can keep going."),
• a short confirmation email sent automatically within a few minutes,
• an option to add the donor to your contact list, e.g., through a checkbox: "I want to receive updates on how my donation was used."

This step isn't the end - it's the beginning of a relationship. A quick confirmation helps the donor feel acknowledged, appreciated, and important. And that builds a desire to return.

Pro tip: Add a human touch - emotion is a catalyst for trust.

If you want to go beyond just "doing it well" - include a small but authentic human element. This could be:

• a photo of a beneficiary with a short caption: "Thanks to donations like yours, Marek received a new wheelchair."
• a quote from a beneficiary: "Thanks to you, I can go back to school. Thank you!" - Ola, age 12
• a signature from the team: "We're deeply grateful - The XYZ Foundation Team"

These are small gestures that go beyond the digital world. They give a face to the form. They show that behind this organization are real people doing real things. Trust doesn't come from design. It's born from a relationship - even if it lasts just a few seconds.

Build trust in 3 simple steps:

1. Add visual security markers - SSL, payment operator logos, payment method icons;
2. Explain what happens with the data and the donation - clearly, simply, and honestly;
3. Say thank you immediately - through an on screen message and email, ideally with a human touch.

Reminder strategies - because not everyone donates the first time

In an ideal world, everyone who lands on your website reads a beneficiary's story, clicks "Support us", and immediately makes a donation. In reality? Most people start but don't finish. They click, view the form, enter an amount… and something distracts them. The phone rings. A child cries. Another browser tab pops up. They get interrupted and never come back. But not because they didn't want to help. Simply - life happened. The good news? That's not the end. This is exactly where reminder strategies come into play. If you give users the right nudge at the right time, you can recover up to 30% of abandoned donations. And that means hundreds, or at scale - thousands of zloty in recovered funds that would otherwise be lost.

How do reminders work?

It's not about being pushy. It's a polite suggestion. In online fundraising, a reminder doesn't mean: "Hey, you forgot, click now!" It's more like a gentle: "Maybe something distracted you, but your help is still needed." It's the combination of empathy and technology that makes reminders effective. Below are the most effective tools you can implement - even in a small organization.

1. Reminder pop-ups (e.g., after 30 seconds)

A pop-up, an overlay window, can save a donation before the user even leaves the page. It's a good way to:

• encourage the user to complete the form,
• recapture the attention of someone who got distracted,
• remind them of the meaning behind their help.

How to do it right?

• The pop-up shouldn't cover the entire screen or appear too early.
• The ideal timing is 25-45 seconds after landing on the form, or when the user moves their cursor toward the "close tab" button.
• The content should be short and emotional, e.g.: "Your help could change someone's life right now. Don't put it off." Bonus tip: include a button like "Stay with us" or "Finish donation" - don't push, invite.

2. Banners and reminders on the site

When a user returns to your site for the second or third time, it's worth gently encouraging them to complete their support. How?

Through:

• a banner at the top of the page with a message like: "Didn't finish your donation? Your help is still needed."
• a widget at the bottom of the page, such as a chat bubble with a short message: "Got questions? I'll help you complete your donation!"

These kinds of reminders increase conversion because they create a sense of continuity: "I started something. Maybe it's worth finishing."

3. Automated emails to users who abandoned the form

If your donation form asked for an email (e.g. in the first step), you can set up an automated email system that:

• sends a reminder after 1 hour: "Thank you for considering supporting us. If you'd still like to help our beneficiaries, the form is waiting for you here."
• after 24 hours, follows up again, this time with a story of a child whose life the donation could change,
• after a few days - a final, gentle reminder, e.g. "Thank you for being with us. Even if you can't support us today - know that your presence matters."

Important: don't spam. Three messages is the maximum. Each should be polite, emotional, and offer a choice - not pressure.

4. Retargeting on social media

Often, people who leave the donation form are still active on social media - especially on Facebook and Instagram. You can reach them again using retargeting ads, which target users who visited a specific page but didn't complete a donation.

How does it work?

• You install a Meta Pixel on your site (or another tracking tool like Google Tag).
• You create a campaign targeting users who visited the /donate or /support page but didn't reach the "thank you" screen.
• You show them a short, warm ad with a reminder and a link to complete the donation.

This is one of the most effective tools in digital marketing - widely used in e-commerce, and increasingly adopted by NGOs.

Result: up to 30% of abandoned donors can return

This isn't a hopeful "maybe it'll work". It's the result of thousands of A/B tests, campaigns, and analyses. Well implemented reminders can bring back as many as one in three people who abandoned the donation process. That means:

• more funds raised without increasing website traffic,
• higher efficiency for every campaign,
• and a greater chance the donor will return in the future - because a relationship was built.

Summary - what's worth implementing?

Donation form promotion - show it to the world!

Your donation form isn't a technical add on or just a link for the curious. It's the heart of your fundraising activities. A key tool that transforms good intentions into real support. That's why it mustn't be hidden like a secret treasure. It shouldn't be accessible from just one subpage. It needs to be present wherever your donors are - visible, easily accessible, and naturally embedded in your content flow. Because even the most thoughtfully designed form won't work if no one sees it.

Where should you place your donation form to make it truly effective?

1. On the homepage - the digital entry point

The homepage is the first place users interact with. Visitors land here from search engines, social media, ads, media coverage, or newsletter links. It's your organization's digital storefront.

What works best:

• Large, visible "Support Us" button - placed at the top of the page (above the fold), immediately visible without needing to scroll;
• Header bar with a highlighted button or campaign message: "Help Now", "Change Someone's Life".
• Informational section on the homepage - e.g., just below the banner, with a beneficiary's photo, a short story, and a "Donate Now" button.

Why is this important?

A user makes a decision within the first 5 seconds: "I'm staying or leaving". A visible donation form increases engagement time and raises the likelihood of a donation.

2. In the top menu and footer - accessible from anywhere

Your website is more than just the homepage. Users click around, browse, read… and might feel the urge to act at any moment. The donation form must be within reach at all times.

Where exactly?

• In the main menu - ideally as the last item, e.g., "Support Us", "Donate", "I Want to Help". Highlight it with color, a border, or an icon - make sure it stands out.
• In the website footer - include a link or button to the form alongside contact details, mission statement, and links to social media.

Why is this important?

A donor can decide to make a contribution at any point, not just on the homepage. A link in the menu and footer ensures the donation form is always present in the background of every user interaction with the site.

3. On a dedicated tab like /donate or /support

This is your dedicated landing page - a special page designed exclusively for accepting donations.

What should it include:

• The form itself, of course.
• A brief, emotional message about why it's worth helping.
• A photo of a beneficiary or your foundation team.
• Partner logos, certificates, and security information.

A URL like www.yourfoundation.org/donate or /support is:

• easy to remember,
• perfect for linking in email and ad campaigns,
• ready to be promoted on flyers, QR codes, in the media, or even during a conversation with a donor.

Bonus: Create separate tabs for different goals:

• /support-children,
• /rescue-animals,
• /winter-campaign2025

This allows you to precisely direct traffic and measure campaign effectiveness.

4. In articles and blog posts

Many users land on your site through articles - such as beneficiary stories, activity reports, or educational content. These are perfect places to add a call to action.

Where exactly should you place the form:

• At the end of the text - after a story that stirs emotion and empathy, insert the form or a clear "Support Us" button;
• In the middle of the text - as a highlighted box or CTA like: "Help people like Marek. Click here to donate."

Why does it work?

If someone has read the entire text, they already trust you and have already committed themselves. This is the perfect time to give them a concrete opportunity to help you.

5.On the "About Us" page and under the "Contact Us" tab.

These pages are visited by those who are most interested in the organisation - they want to find out more, perhaps want to get involved, and are often looking for confirmation of credibility.

What's worth adding:

• In the "About us" section - a sentence like "We believe that change starts with action. If you share our values - support us here [button]."
• Under "Contact" - link or button to the form with the slogan: "You can contact us - or support our activities now".

Why is this important?

These tabs are viewed by people already "close to a decision". Give them the opportunity to act right away - without searching.

Visibility of the form = greater chance of donation.

How to promote a donation form: practical channels and methods

You've created a great donation form. It's simple, intuitive, secure, mobile friendly. Now comes the most important part: make sure people actually get to it. The form needs active promotion. It must be visible where your audience spends time, makes decisions, and responds emotionally. Below you'll find specific communication channels and ready, made ideas on how to effectively place the form within them.

1. In emails - a direct and effective channel

Email is one of the most efficient fundraising tools, especially when you've built a list of recipients who care about your mission. A well written email with a clear CTA can generate more donations than a post with hundreds of likes.

How to promote your form through email?

• In the newsletter footer - let every newsletter end with the line: "Support our work → [link]".
• In themed campaigns - e.g. during holidays, anniversaries, or crisis events ("At this special time, your support is priceless").
• In automated emails - for example, right after someone subscribes to the newsletter: "Thank you for joining us. See how you can make a real difference."

Why does it work?

Email lands in the inbox - it's personal, direct, and can be opened at any moment. And if the link is visible, clicking is just one step away.

2. On social media - where emotion meets action

Social media is where you interact with donors daily, but here's the key: simply posting a donation link isn't enough. You have to embed it in a story, emotion, or narrative.

How to promote your donation form on social media?

• Regular posts - include a beneficiary's story, a photo, a specific goal, and end with a CTA: "Help now → [link]".
• Pinned post on your profile - always visible at the top of your page, e.g., "See how you can help".
• Stories or Reels - with a link sticker, a photo, and a short message: "Just one click is enough".
• Link in bio/profile description - always current, short, and easy to read.

Protip: use different creatives for A/B testing - sometimes an emotional photo, sometimes an infographic, sometimes a video - and see what converts best.

3. In advertising campaigns - scaling your reach

Paid ads are a way to reach people outside your current community, and also to remind those who already know you.

What works best?

• Meta Ads (Facebook/Instagram) - ads with emotional images or videos linking directly to the donation form or a dedicated landing page.
• Google Ads - text ads targeting keywords like "how to help children", "charity organization", "donation foundation".
• Retargeting - campaigns for users who visited the site but didn't complete a donation.

Remember: the form should be on the ad's landing page - don't redirect users to the homepage. Shorten the path to action.

4. Via QR codes on printed materials

Print and online can work together. More and more people use phones to scan QR codes - it's the easiest way to go from poster to donation form.

Where to place QR codes linking to the donation form?

• On flyers and posters during campaigns or events.
• On holiday cards sent to donors.
• On team business cards or PR materials.
• On annual reports, brochures or organizational catalogs.

Tip: always include a caption under the code, such as "Scan to make a donation". A QR without explanation is a dead end.

5. In the team's email signature

Every message sent by your team is an opportunity for subtle promotion.

How to implement this?

• Add a line to the email signature: "Support us: [link to the form]".
• You can include a small heart, icon, or graphic button.
• Set it as the default signature for employees, board members, and volunteers.

Why does it work?

The email signature is a non intrusive but constant reminder - it works through scale: the more emails go out, the greater the reach.

6. In podcasts, videos, and webinars - reach and emotion

Audio and video formats are perfect for adding a call to action at the end of the content.

Where and how?

• At the end of a podcast - "If you enjoyed this episode, support us here: [URL]".
• In the YouTube or Reels video description - "Donation link in the description".
• During a webinar - show the link on a slide, mention it verbally, post it in the chat.

Protip: use short, easy to remember links or QR codes displayed on screen.

Tip: Use UTM links to track effectiveness.

It's not enough to know that a donation came in. It's worth knowing where it came from. That's why you should assign each channel a unique link with UTM parameters. This will allow you to:

• analyze the effectiveness of individual actions (e.g. which Facebook post generated the most donations),
• make informed decisions about where to invest more time and resources,
• optimize campaigns in real time.

Most effective channels for promoting your donation form

Remember: a donation form can't just sit there passively. It has to reach out to people. In different formats. In different places. In different contexts. But always - with an invitation to act.

What does an effective donation form need?

Your donation form isn't just a technical tool. It's a bridge between heart and action. Between the donor's good will and real support for your mission. If you want it to work effectively - day by day, campaign by campaign - it must follow a few fundamental principles.

Here are the 5 pillars of an effective donation form:

1. A simple and intuitive interface.

The user shouldn't have to think, "What do I click?" They shouldn't feel lost, overwhelmed, or frustrated.

What does that mean in practice?

• Clear, clean layout.
• A visible "Donate" or "Make a donation" button.
• A responsive form - it works well on both desktop and mobile devices.
• No unnecessary decorations, distractions, or redundant text.

Goal: the user should feel the process is quick, simple, and understandable - from the first click to the donation confirmation.

2. Limited number of fields.

• The fewer fields the user has to fill in - the more likely they are to do it.
• Every additional field reduces conversion.

Optimal number of fields? 3-4:

• Donation amount (ideally pre-selected).
• First name or full name.
• Email address.
• Payment method selection.

Avoid asking for: phone number, address, or date of birth - unless absolutely necessary (e.g. for tax deduction purposes like allocating 1.5% of income tax).

Goal: donors don't have time or patience for lengthy forms. Make the donation feel like a gesture, not an obligation.

3. Wide range of payment methods

• Every donor has their preferred payment method.
• If they don't find it in the form - they'll drop out.

What must be included?

• BLIK - the most popular option in Poland, especially for mobile users.
• Payment cards - a basic standard for online transactions.
• Fast bank transfers - via systems like Przelewy24, PayU, Tpay.
• PayPal - essential for international donors.

Rule: never make someone figure out how to pay you. Offer the choices they already know and trust.

Goal: provide payment comfort - it's one of the key drivers of conversion.

4. Trust and confirmation elements

People don't click blindly. They want to know their money and personal data are safe.

How to achieve this?

• Add security icons - SSL certificate, payment processor logos.
• Include a short message about how you protect data and what happens to the donation.
• Send an automatic confirmation - a thank you screen and email.
• Add a human element - a quote from a beneficiary, photo, or team signature.

Rule: trust is currency in fundraising. You can't build support without credibility.

Goal: the form should foster a sense of safety, transparency, and honesty.

5. Smart reminder mechanisms

Not everyone completes a donation the first time, but many return - if you remind them the right way.

How to remind effectively (and gracefully)?

• Pop-ups after 30-60 seconds.
• On-page banners encouraging donation completion.
• Automated emails for users who abandoned the process.
• Social media retargeting - ads shown to form visitors.

Result? Even 30% of abandoned forms can be recovered if you have effective reminder systems in place.

Goal: give a second chance to those who wanted to help, but life got in the way.

Quick checklist

Before publishing your form, ask yourself these 5 questions:

1. Is my form simple and understandable at first glance?
2. Have I reduced the number of fields to the absolute minimum?
3. Am I offering all most commonly used payment methods?
4. Am I building trust, by showing security, transparency, and gratitude?
5. Do I have reminder mechanisms in place to recover the hesitant?

Ultimate rule?

Don't make it hard for donors to help.

The quicker and easier it is to give, the more likely they are to do it. The more they trust your organization and know their money is going where it should, the more likely they are to return. Your donation form is not just technology. It's your business card. Your online volunteer. Your best fundraiser, available 24/7.