What is the conversion rate? How to calculate and use conversion rate

Online donors come from everywhere—social media, email, events, you name it. And guess what? Some folks might even use other methods (hello, checks or stock donations!) to make bigger gifts. 

But do you know how many potential donors visit your website each month? And—gasp!—how many leave without donating? (We can fix that!) Your  page conversion rate is the trick metric showing how many visitors become donors. 

What is the conversion rate in fundraising?  

Conversion rate = the number of people who  finished  the process or who took action like donating or signing up during a specific time ÷ by the number of people who  started  it. Just like that! Simple math, big insights. For most nonprofits, a good conversion rate falls between 1% and 4%, depending on your sector and methods. 

Think of it like this: 

• For a  donation form, it’s how many people filled it out ÷ by how many people saw it. 

Why does conversion rate matter?

It’s an ace up your sleeve to see what’s working (or not)! Is your donation form crushing it?  Your conversion rate will tell you. 

Conversion is just one piece of the donor journey:  attract, engage, convert. Think of it like a three-step dance! 

• Attract: Maybe they found you on social media (thanks, digital strategy!) or at an epic fundraising event. 
• Engage: They’re checking out your website, reading your stories, or learning about your mission. 
• Convert: They donate, sign up, or take action. 

But wait, there’s more! 

For an email list campaign, “conversion” might mean someone subscribing to your newsletter. And remember, conversion rates are all about  quantity, not the size of the gift or how often someone gives. It’s about how many people are saying, “Yes, I’m in!” 

Let’s turn those visitors into donors! 

Where can you track conversions? 

Everywhere! Donations, adoptions, email sign-ups, volunteer forms, foster applications—you name it. But before you tweak  anything  (words, pics, waivers—whatever!), do this: 

1. Calculate your current conversion rate. 
2. Make the change. 
3. Calculate the rate again. 

Pro Tip: Only keep changes that boost your conversion rate. If it drops? Roll it back and try something new.  

How to calculate conversion rate 

Want to know your conversion rate? It’s super easy! Here’s how you do it: 

1. Pick a time period (maybe last quarter or last week—your call!). 
2. Grab the number of people who donated through your landing page. 
3. Divide that by the total number of visitors to that page. 
4. Multiply by 100 to get a crisp, clear percentage. 

The Formula 

Number of donations ÷ Total visitors × 100 = Conversion Rate 

Example 

Imagine you got  52 donations  from  400 visitors  in a month. Here’s the math: 

52 ÷ 400 = 0.13 
0.13 × 100 = 13% 

And there you have it—your conversion rate is  13%! Not too shabby, right? Now you’ve got a solid benchmark to work with. 

What drives conversions?

Want to know what really works for your audience? A/B testing  is your best play! But hold up—it’s not just about swapping button colors (though that can help). It’s about testing the  whole experience to find what makes your visitors click, donate, or take action. 

Here’s what can make or break your conversion rates: 

• Copy:  Is your message clear, compelling, and free of jargon? Or are you confusing visitors with vague, techy talk? Keep it simple and engaging! 
• External links:  Are you sending people away from your page? Stay focused on the goal—getting those donations! 
• Payment options:  Are you offering the payment methods your donors actually use? Credit cards, PayPal, Apple Pay—give them what they want! 
• Form placement & content:  Is your donation form easy to find, quick to fill out, and totally hassle-free? If not, it’s time to streamline! 

And guess what? That’s just the start! There’s a whole world of tweaks and tests to explore.  

Let’s explore some simple strategies, the benchmarks you should aim for, and actual everyday examples to inspire you. 

Strategies to improve your conversion rates 

1. Personalize your outreach 

Make your donors feel special! Use their names, share updates on projects they’ve supported, and show them the impact of their gifts. 

Example: 
Charity: Water nails this by sending personalized emails that don’t just say “Hey [Name]!” but also share exactly how their donations are changing lives. 

2. Optimize your donation page 

Keep it simple, sleek, and stress-free! A clunky donation page is a conversion killer. 

Example: 
The  British Red Cross  has a donation page that’s clean, mobile-friendly, and super easy to use. Donors can give in just a few clicks—no fuss, no frustration! 

3. Showcase impact 

Show donors exactly how their gift makes a difference. Use powerful stories, photos, and videos to bring your mission to life. 

Example: 
Save the Children  uses heartwarming images and stories on their website and emails to show how donations transform lives. Seeing impact = more donors! 

4. Leverage social proof 

People love to join a winning team! Highlight how many others are giving and what they’re saying. 

Example: 
GoFundMe  campaigns show a running tally of donations and donor comments. It’s like saying, “Look at all these amazing people helping—join them!” 

5. Segment your audience 

Not all donors are the same. Tailor your messaging to match their passions. 

Example: 

WWF  segments donors by interest—sending marine conservation updates to ocean lovers and forest protection campaigns to tree huggers. Personalized = powerful! 

6. Use matching gifts 

Double the impact, double the excitement! Matching gift campaigns are a win-win. 

Example: 

On Giving Tuesday,  UNICEF  runs matching gift campaigns. Donors love knowing their gift goes twice as far! 

7. Follow up with donors 

Don’t let potential donors slip away. A quick, thoughtful follow-up can seal the deal. 

Example: 
The Humane Society  sends timely follow-up emails with thank-you notes and updates on how donations are making a difference. Gratitude = more giving! 

8. Create a sense of urgency 

Sometimes, donors need a little nudge. Highlight time-sensitive needs to inspire action. 

Example: 

During disasters, The Red Cross  emphasizes the urgent need for relief. Urgency = faster conversions! 

9. Optimize for mobile giving 

Did you know that  29% of online donations  come from mobile devices and that 84% of donors  are likely to make a repeat donation if the process is easy and user-friendly on mobile?  

That’s a huge chunk of your fundraising potential! If your landing page isn’t mobile-friendly, you could leave money on the table. 

Here’s the fix: Make sure your website is  responsive—meaning it adjusts seamlessly to any screen size. It should load fast, look great, and work perfectly on smartphones. No squinting, no zooming, no frustration—just smooth giving! 

10. Design with the user in mind 

Your website isn’t just a tool—it’s an experience. Use every design trick in the book to make it engaging, emotional, and interactive. Show donors how their gift makes a difference and make them feel like part of the team. 

• Use  powerful visuals  that grab attention. 
• Share  impactful stats  and stories that tug at the heartstrings. 
• Keep your donation form  simple, fast, and easy  to complete. 

Make it impossible for them to say no! 

11. Streamline the process 

When you’re online, do you stay 100% focused? Or do you get distracted by cat videos, social media, and a million other tabs? (We’ve all been there!) 

The more steps in your donation process, the more chances people have to bounce. Keep it short and sweet: 

• Cut unnecessary steps.  
• Offer  recurring giving options—because “set it and forget it” is a donor’s best friend. 

Make it so easy that giving feels effortless. 

12. Make clear Calls to Action (CTAs) 

Your CTAs are like road signs—they tell visitors exactly where to go and what to do. If you describe a problem but don’t ask them to take action, you’ve just given them a history lesson. And they didn’t come here for a lecture—they came to make a difference!  

• Keep it simple. “Donate Now” or “Support [Your Cause] Today” works like a charm. 
• Add urgency. Words like “Now” or “Today” create a sense of immediacy. 
• Be clear. If you want donations, say “Donate.” No need to get fancy or poetic—clarity is king! 

Pro Tip:  Don’t overwhelm visitors with too many CTAs. If you ask them to donate, volunteer, share, and sign up all at once, they’ll just spin in circles. Keep it focused: one clear ask, one clear action. 

13. Make giving easy! 

Every donor is different. Some love their credit cards, others swear by PayPal, and a growing number are all about Apple Pay or Google Pay. Why limit their options? 

Here’s how: 

• Accept all major credit cards (Visa, Mastercard, Amex—you name it!). 
• Add mobile wallets like Apple Pay and Google Pay for the tech-savvy crowd. 
• Include recurring giving options. Monthly donors = long-term impact! 

The easier you make it to give, the more likely they are to say “Yes!” So, roll out the red carpet for every payment method under the sun. 

14. Answer donor questions upfront 

Donors are curious—and that’s a good thing! They might wonder: 

• “How much of my donation goes to the cause?” 
• “Is my payment info safe?” 
• “What exactly will my gift accomplish?” 

Don’t make them hunt for answers. Be proactive! 

Here’s how to do it: 

• Homepage:  Highlight your mission, impact, and current campaigns front and center. 
• FAQ Page:  Create a clear, easy-to-find FAQ section that answers common questions. 
• Donation Page:  Include quick info like security badges and a breakdown of how funds are used. 

When donors feel informed, they’re more likely to trust you—and give! 

15. Test everything 

Every tweak you make to your donor journey matters. But how do you know if it’s working? Test, test, test! 

Here’s what to test: 

• Calls to Action (CTAs):  Does “Donate Now” work better than “Support Us”? 
• Design Elements:  Button colors, shapes, headlines, images—experiment with it all! 
• Content:  Suggested donation amounts, videos, testimonials—what resonates most? 
• Layout:  Where should key elements live? Above the fold? At the bottom? Test it! 

Pro Tip:  Get real people to test your page. Recruit 3-5 folks (friends, colleagues, or supporters) and watch them interact with your site. Pay attention to: 

• What they click (or don’t click). 
• Where they spend the most time. 
• What confuses them. 
• What grabs their attention. 

Ask for their honest feedback as they go. Their insights are gold! 

16. Link your donation page 

Want more donors? Get your donation page in front of the right eyes! Here’s how: 

1. Social media:  Link it in your bios, profiles, and posts. Make it easy to find! 
2. Email footers:  Add a donation link to your staff’s email signatures. Every email is an opportunity! 
3. Your website:  This is prime real estate. Link your donation page as a call-to-action (CTA) on high-traffic pages like: 
   • Impact stories 
   • Blog posts 
   • Campaign updates 

Pro Tip:  Use Google Analytics to find out which pages visitors spend the most time on. Then, slap a bold, exciting CTA there—like “Donate Now and Change Lives!” 

17. Show, don’t just tell! 

A great video can do in 90 seconds what a wall of text can’t: grab attention, stir emotions, and inspire action. 

Here’s how to make it work: 

• Show impact:  Highlight real stories of how donations make a difference. 
• Answer questions:  Use video to address common donor concerns or knowledge gaps. 
• Keep it short:  Aim for 90-120 seconds max. Every second counts! 
• Be targeted:  Tailor your video to your audience. What do they care about? 

Bonus:  If your page feels text-heavy, swap some copy for a video. It’s engaging, memorable, and shareable—perfect for driving donations! 

What is a good conversion rate in fundraising?  

A “good” conversion rate in fundraising depends on your organization’s goals, sector, and the type of campaign you’re running. However, here are some general benchmarks to guide you: 

Average online donation conversion rate: 

• Nonprofits:  Typically, between  15% to 25%  for well-optimized donation pages. 
• Peer-to-Peer fundraising:  Around  10% to 20%, depending on the platform and campaign. 
• Email campaigns:  Conversion rates for email appeals usually range from 0.1% to 0.3%, but highly targeted campaigns can hit 1% or higher. 

Event fundraising (e.g., galas, runs): 

• Ticket sales or registrations often see conversion rates of  5% to 15%, depending on the event type and audience. 

Crowdfunding campaigns: 

• Conversion rates can vary widely but often fall between  10% to 30% for successful campaigns. 

Conversion rate growth benchmark 

If you’re looking to improve your conversion rates over time, here’s what to aim for: 

• Year-over-year growth:  A  10% to 20% increase in conversion rates is a strong target for most nonprofits. For example, if your current conversion rate is 15%, aim for  16.5% to 18% next year. 
• Campaign-specific growth: For individual campaigns, even a  5% to 10% improvement can make a big difference in dollars raised. 

Fundraising conversion rate optimization: best practices 

The goal?  Reduce friction and make donating as easy as possible. Fewer steps, fewer clicks, fewer reasons to say “no.” You might already have some ideas about what works—now it’s time to test and refine! 

Understand your conversion rates 

Not all pages are created equal. For example: 

• A donation page will naturally have a higher conversion rate because visitors are already primed to give.
• A general program page will have a lower rate because people are there to learn, not donate. 

Takeaway 

Don’t compare your conversion rates to others unless you’re comparing apples to apples. Focus on improving  your own  performance over time. 

Look at the big picture 

Your conversion rate is important, but it’s not the only metric that matters. Here’s how to use it wisely: 

1. Audit your donation journey:  Identify weak spots—like confusing forms, slow load times, or unclear calls-to-action.
2. Form hypotheses:  Guess what might improve the process (e.g., shorter forms, better visuals, or recurring giving options). 
3. Test changes:  Run A/B tests to see what works. 
4. Measure success:  Did you get more donors? Lower costs? Hit your goal? 
5. Implement:  Roll out the winning changes! 

Don’t obsess over perfection 

There’s no “perfect” conversion rate. What matters is progress. Focus on: 

• Making the donor experience seamless
• Testing and learning from your results
• Using conversion rate as  one  of many KPIs — not the holy grail

Why comparing conversion rates can lead you astray 

Let’s say you know the “industry standard” conversion rate is 18% for a stand-alone donation page. Your page converts at 15%, so you think, “I need to invest in improving this!” But is that really the best use of your resources? Let’s break it down with some math (don’t worry—I’ve done the heavy lifting!). 

Original scenario 

• 10,000 monthly visitors to your homepage
• 1% of visitors go to your donation page = 100 users
• 15% conversion rate = 15 donations/signups per month

Improved conversion rate scenario 

You invest time and money to boost your conversion rate to 20% (above the industry standard!) 

• 10,000 monthly visitors
• 1% of visitors go to your donation page = 100 users
• 20% conversion rate = 20 donations/signups per month

Result: You’ve made  five extra donations per month. Not bad, but is that the best ROI for your investment? 

Same conversion rate, improved traffic scenario 

Instead of obsessing over conversion rates, you focus on improving traffic to your donation page. 

• 10,000 monthly visitors
• You double the traffic to your donation page: 2% of visitors go there = 200 users
• 15% conversion rate = 30 donations/signups per month

Result: You gained  15 extra donations per month—3x more than just improving the conversion rate! 

The big lesson 

Chasing industry-standard conversion rates might not be the best use of your budget. Instead, look at your entire donor journey: 

• Where are visitors dropping off? 
• How can you drive more traffic to your donation page? 
• Are there bigger wins hiding in your funnel? 

Final thought: 

Testing and tweaking your site is always a good idea, but don’t get stuck chasing numbers. Focus on the big picture…more traffic, fewer barriers, and a seamless donor experience. 

Common conversion rate questions answered

1. What’s a Good Fundraising Conversion Rate?

It depends a bit on the type of campaign. But here’s a solid ballpark:

• Main donation pages: Around 10–20%
• Peer-to-peer campaigns: Also 10–20%
• Email appeals: Way lower — more like 0.1–1%

For example, the 2024 M+R Benchmarks report pegs the average donation page at 12%. So if you’re around there, you’re doing alright!

2. How Do You Calculate Conversion Rate?

Easy math. Just take:

Number of people who donated ÷ # of people who had the chance × 100

So if 75 people donated out of 200 email recipients, that’s:

(75 ÷ 200) × 100 = 37.5%

Boom. There’s your conversion rate.

3. How Can You Grow Your Donation Page Conversions?

Here’s what works:

• Keep it simple. Fewer clicks = more donations.
• Strong CTAs. Say “Donate Now.” Not “Submit Form.”
• Mobile-friendly. Over half of your visitors are on phones.
• Payment options. PayPal, credit cards, Apple Pay. Give people choices.
• Test it! Try different headlines, buttons, or images. A/B testing = your best friend.

4. What Affects Conversion Rates the Most?

A few big hitters:

• Website experience. Clunky = no donations.
• Traffic quality. Are you reaching the right people?
• Clear CTAs. Tell folks what to do.
• Trust signals. Think: SSL badges, nonprofit ratings.
• Relevance. Talk to your audience, not at them.

Too many form fields or vague messaging? Kiss those donors goodbye.

5. Why Do People Bail on Donation Pages?

Lots of reasons. Most of them are fixable:

• Too many steps
• Confusing buttons
• No signs of security
• The page takes forever to load
• Too many choices = decision fatigue

Studies say 50–70% of people bounce. That’s a huge leak in your bucket.

6. How does mobile optimization impact fundraising conversion rates?

Mobile matters. Big time.

• Over 50% of nonprofit site traffic is from mobile
• But mobile conversion rates? Only 10% vs 12% on desktop

Want to bump that up?

• Fast load times
• Tap-friendly design
• Easy mobile payments like Apple Pay or PayPal

Make it seamless, and donors will stick around.

Optimize your fundraising conversion rate with RallyUp 

Guess what? Everything we’ve talked about so far—streamlined donation forms, killer CTAs, mobile optimization, and more—can be done effortlessly with  RallyUp. 

RallyUp is your all-in-one fundraising hub: 

Simple donation form builder:  Create sleek, user-friendly forms in minutes. 

Built-in marketing tools:  Drive traffic, engage donors, and boost conversions—all in one place. 

Integrated CRM:  Keep track of your donors and build stronger relationships. 

Pull reports on all transactions (donations, ticket sales, you name it). 

Filter by specific campaigns or time periods. 

Get the data you need to make smarter decisions and grow your impact. 

Why RallyUp? 

Whether you’re optimizing forms, analyzing data, or running campaigns, RallyUp enables you to focus relentlessly on what truly matters: your mission! 

If you enjoyed this article, you might also like:

• How nonprofits maximized their conversion rate with RallyUp
• Nonprofit ratios: considering your fundraising efficiency
• Calculating your cost-per-dollar raised: a guide for nonprofits
• 42 Fundraising KPIs and Metrics Everyone Should Measure
• Calculating the return on investment (ROI) in fundraising
• What is Pledge Fulfillment Percentage in fundraising? How to calculate and use PFP?