In 2025, online giving didn't just grow - it surged. According to the newly released 2026 M+R Benchmarks, average online revenue increased by 15% last year, with many nonprofits seeing gains of a third or more. The message is clear: the digital donor is more active than ever.
But as revenue rises, so do expectations. If your website isn't optimized for a seamless giving experience, you’re likely leaving donations on the table. If you haven’t audited your giving platform lately, now is the time. Here is how to ensure your website is ready for the 2026 giving landscape.
The Donate Page: Ensure Clarity & Call to Action
When a donor (or prospective donor!) visits your website, the experience should be frictionless, concise, and easy. The mission of your organization should be quickly accessible with clear markers of the impact of their gift. Your website should also build trust with financial transparency, providing links to your 990 or through accreditation badges. Most important, the call to action – Give Now or Donate – should be clear, obvious, and accessible with one click. Avoid making donors search for the giving option by burying it in dropdowns or using confusing language.
The Donation Form: Keep it Simple
Put the donation amount first and foremost, with an option to make the gift recurring with clear frequency options. Collect all key contact information – name, address, email, and phone number are typical. As mobile giving grows for nonprofits, also consider asking specifically for a mobile number for future text giving opportunities. Keep the form simple and easy to navigate for a seamless donor experience; according to Giving USA Special Report 2026 on Donor Confidence and Giving Behavior, 1 in 5 donors (that’s 20%!) will abandon an online gift mid‑process due to the 'friction' of poorly developed giving forms.
Payment Processing: Flexibility Wins
Every payment processor should have the option to let donors cover or offset donation fees. On average, donors cover the fee 60-70% of the time. Flexible payment methods should also be offered to the donor; younger donors especially expect e-commerce level simplicity (Source: Giving USA Special Report: Donor Confidence and Giving Behavior: A 2026 Report). Offering convenient payment methods like PayPal and Apple Pay can make your forms more user-friendly. You may also receive higher gift amounts when additional information is provided to give by Donor Advised Fund (DAF), Cryptocurrency, Stocks, or qualified charitable gifts from an IRA account.
What happens AFTER the donation?
While you’re auditing the front-end steps, don’t forget about what happens after the payment is processed. Review the confirmation message, including the email that the donor receives immediately after the donation is made. Be clear on whether that email serves as a tax receipt, or if they’ll receive a receipt by mail. Make sure the donor has a way to contact you, especially if they’ve chosen to make a recurring gift.
At the end of the day, online fundraising is about the donor experience. By removing hurdles and offering flexible options, you aren't just processing transactions, you’re connecting a donor’s passion to your organization's impact. Start your audit today to ensure that when the next wave of generosity hits, your website is ready to catch it.
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