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Boost Recurring Donor Conversions: Nonprofit Website, Form & Email Audits

Nonprofits don’t need another lecture-style webinar—they need real-time improvements that move the needle. That’s why, in our iDonate-sponsored workshop, we conducted nonprofit website, form and email audits live. From simplifying donation journeys to optimizing forms and writing skimmable emails, every review focused on one goal: helping nonprofits grow recurring giving.

 

Top Insights from Our Nonprofit Website, Form and Email Audits

This collaborative session wasn’t theory—it was hands-on. Participants brought their websites, donation forms, and donor emails, and we reviewed them live with actionable recommendations.

Here are the biggest takeaways:

Website Audit Feedback: Make Giving Simple

Your website is often the first stop for a potential donor, which means even small improvements can drive big results. From our nonprofit website, form and email audits, here’s what stood out:

• Simplify the path to giving. Donors shouldn’t have to click multiple times to reach your donation page. A clear, top-right “Donate” button that leads directly to a form reduces friction.

• Mobile optimization is non-negotiable. Always test your giving experience on mobile. Hidden donate buttons in hamburger menus or pages that aren’t mobile-friendly can cost conversions.

• Lead with value. Skimmable, bolded copy at the top of the page should answer “why give?” immediately.

• Accessible branding. Stick with bold, high-contrast button colors. Use accessibility checkers to ensure all visitors can easily navigate and act.

👉 Related resource: 5 Website Fixes to Turn Visitors into Monthly Donors

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Form Audit Feedback: Reduce Friction, Encourage Recurring

Forms are where intent becomes action, and they need to make giving effortless:

• Embedded or pop-up forms convert better. An iDonate case study showed a pop-up form increased giving by 27% compared to an embedded version.

• Design for recurring-first. Offer monthly as the default or make it the clear preference. Use copy like “Join our monthly giving community” to invite donors into something bigger.

• Enable digital wallets. Apple Pay, Google Pay, PayPal, and Venmo make donating a two-click process—especially important for recurring gifts.

• Gift arrays with impact. Tie dollar amounts to outcomes ($25 provides meals for a week). This makes the gift tangible and motivates long-term support.

👉 Related resource: 4 Types of Online Donation Experiences and When to Use Them

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Email Audit Feedback: Write for Skimmers

Donors skim emails. Our nonprofit website, form and email audits highlighted how to make messages more engaging and effective:

• Skimmable structure. Use short paragraphs, bolded phrases, and bullets so the message lands quickly.

• Multiple calls-to-action (CTAs). Don’t rely on one “Donate” button at the bottom. Hyperlink throughout the email—“Become a sustaining partner” or “Join our monthly giving community”.

• Personal stories connect. Share your own motivation or a donor’s journey. People connect with people more than institutions.

• Recurring-first language. Emphasize consistency: “Your monthly gift provides stability all year long.”

• Use the PS line. Reinforce your ask or invite replies for deeper engagement.

👉 Related resource: How To Stand Out On GivingTuesday? Send this ONE Email

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Final Takeaway

Our biggest message? Don’t let friction stand in the way of generosity. Whether it’s an unclear donate button, a clunky form, or an overwhelming email, small improvements can create lasting recurring revenue for your organization.

A huge thank you to iDonate for sponsoring this workshop and supporting nonprofits in creating donor experiences that inspire long-term giving.

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👉 Want a tune-up for your own donation page? Book a consultation with iDonate and see what small changes could do for your organization.