Complete Guide to Adding Donations to Your Charity Website

Online donations are crucial for modern charities. In 2024, 36% of all UK charity donations were made online, and that number continues to grow. If your website doesn't accept donations, or makes the process difficult, you're missing out on significant support.

This comprehensive guide covers everything you need to know about implementing online donations on your charity website, from choosing the right platform to optimising conversion rates.

Why Online Donations Matter

The Shift to Digital Giving

Growing Trend:

• 36% of UK charity donations now made online
• Mobile giving increased 45% in the past two years
• Younger donors (under 40) prefer digital giving by 3:1
• Contactless and card payments now preferred over cash

Benefits of Online Donations:

For Donors:

• Convenient (donate anytime, anywhere)
• Quick (complete in 2-3 minutes)
• Secure (traceable, encrypted transactions)
• Easy to set up recurring donations
• Immediate confirmation
• Tax benefits (Gift Aid) easy to claim

For Charities:

• Lower processing costs than traditional methods
• Faster access to funds
• Automated receipts and acknowledgments
• Easy to track and report
• Better donor data collection
• Enables recurring giving programs
• Reaches wider audience

Types of Online Donation Solutions

1. All-in-One Charity Platforms

These platforms are specifically designed for charities.

Popular Options:

• JustGiving
• Virgin Money Giving (being phased out)
• Donorbox
• Give.org
• Charity Checkout
• CAF Donate

Pros:

• Built specifically for charities
• Include Gift Aid collection
• Compliance and security handled
• Often include fundraising pages
• Donor management tools
• Reporting and analytics

Cons:

• Monthly fees and/or percentage of donations
• Less control over branding and UX
• May redirect donors away from your site
• Can feel less integrated

Typical Costs:

• Platform fees: 1.5-5% per donation
• Card processing: 1.2-2.9% + 20p per transaction
• Monthly subscription: £0-100/month (depending on platform)

Best For:

• Charities wanting turnkey solutions
• Organisations without technical expertise
• Charities needing fundraising pages
• Those prioritising Gift Aid collection

2. Payment Gateway + Custom Forms

Build donation forms that integrate with payment processors.

Payment Gateways:

• Stripe
• PayPal
• GoCardless (for Direct Debit)
• SagePay
• Worldpay

Pros:

• Full control over user experience
• Better branding integration
• More flexible and customizable
• Can create exactly what you need
• Often lower transaction fees

Cons:

• Requires technical development
• More compliance responsibility
• Need to handle Gift Aid separately
• More setup and maintenance

Typical Costs:

• Transaction fees: 1.4-2.9% + 20p
• No platform fees
• Development costs: £1,000-5,000 initially

Best For:

• Charities with custom requirements
• Organisations wanting full control
• Those with technical resources
• Charities with high donation volumes (better unit economics)

3. WordPress Donation Plugins

If your website is built on WordPress, donation plugins offer a middle ground.

Popular Plugins:

• GiveWP
• Charitable
• Donorbox for WordPress
• PayPal Donations
• Seamless Donations

Pros:

• Easy to install and set up
• Works within existing WordPress site
• Good control over design
• Many integrations available
• Regular updates

Cons:

• Still requires payment gateway
• Quality varies significantly
• May need paid upgrades for key features
• Limited by WordPress constraints

Typical Costs:

• Free plugins: £0 (basic features)
• Premium plugins: £100-500/year
• Plus payment gateway fees

Best For:

• WordPress charity websites
• Charities wanting balance of ease and control
• Organisations with moderate technical skills
• Those wanting quick implementation

4. CRM-Integrated Solutions

Sophisticated systems that integrate donations with donor management.

Platforms:

• Salesforce Nonprofit Cloud + Payment Integrations
• Blackbaud Raiser's Edge
• Charity Dynamics
• Classy
• Kindful

Pros:

• Complete donor management
• Advanced reporting and analytics
• Automated workflows
• Integrated with all fundraising activities
• Sophisticated segmentation

Cons:

• Expensive
• Complex to set up
• Requires ongoing management
• May be overkill for smaller charities

Typical Costs:

• £3,000-30,000+ per year
• Implementation: £5,000-50,000+

Best For:

• Large charities with significant income
• Organisations needing comprehensive donor management
• Charities with dedicated fundraising teams
• Those running complex campaigns

Choosing the Right Solution

Consider these factors when deciding:

1. Donation Volume and Average Gift

Low Volume (< £50k/year):

• All-in-one platforms work well
• Percentage fees are reasonable
• Simplicity matters most

Medium Volume (£50k-500k/year):

• Consider custom solutions
• Percentage fees add up
• Worth investing in better UX

High Volume (> £500k/year):

• Custom or CRM-integrated solutions
• Every percentage point matters
• Sophisticated donor management valuable

2. Technical Resources

No Technical Team:

• Use all-in-one platforms
• WordPress plugins with good support
• Prioritize ease of use

Some Technical Skills:

• WordPress plugins
• Stripe integration with support
• Semi-custom solutions

Full Development Team:

• Custom implementation
• Full control over stack
• Can build exactly what you need

3. Donor Experience Priorities

Branding Critical:

• Custom or WordPress plugin solutions
• Full control over design
• Seamless integration

Convenience Critical:

• Proven platforms
• Multiple payment methods
• Mobile-optimised

Data Collection Important:

• CRM-integrated solutions
• Custom forms with required fields
• Advanced analytics

4. Budget Constraints

Tight Budget:

• Free WordPress plugins
• Stripe-only integration
• Accept higher percentage fees short-term

Moderate Budget:

• Premium WordPress plugins
• Mid-tier platforms
• Some custom development

Flexible Budget:

• Custom development
• CRM integration
• Optimal long-term solution

Platform Comparison

Here's a detailed comparison of popular options:

JustGiving

Best For: UK charities wanting established, trusted platform

Fees:

• 0% platform fee (charities pay nothing)
• Card fees: 1.9% + 20p
• Donors can choose to cover fees

Features:

• Gift Aid collection
• Fundraising pages
• Crowdfunding tools
• Event fundraising
• Mobile app
• Social sharing

Pros:

• Well-known and trusted
• No platform fees
• Good mobile experience
• Strong social features

Cons:

• Less design control
• Takes donors off your site
• Data export limitations

Stripe

Best For: Charities wanting full control with developer resources

Fees:

• UK cards: 1.4% + 20p
• European cards: 2.5% + 20p
• Non-European: 2.9% + 20p
• Reduced charity rates available

Features:

• Highly customizable
• Excellent documentation
• Many pre-built integrations
• Strong security
• Supports subscriptions
• Multiple payment methods

Pros:

• Full control
• Low fees
• Excellent developer experience
• Very reliable
• Great support

Cons:

• Requires development
• Gift Aid separate
• More compliance work

Donorbox

Best For: Charities wanting embedded donation forms

Fees:

• Platform fee: 1.5% (can be covered by donors)
• Payment processing: 1.4-2.9% + 20p
• No setup or monthly fees

Features:

• Embeddable donation forms
• Recurring donations
• Peer-to-peer fundraising
• Gift Aid collection (UK)
• Donor management
• Real-time reporting

Pros:

• Easy to embed on your site
• Good donor experience
• Reasonable fees
• No monthly costs
• Good support

Cons:

• Less customisation than custom build
• Still percentage-based fees

PayPal Giving Fund

Best For: Simple, quick setup

Fees:

• 0% fees for eligible charities
• PayPal pays all processing costs

Features:

• Donate button
• PayPal account integration
• Mobile-friendly
• Trusted brand

Pros:

• Zero fees
• Very easy to set up
• Donors trust PayPal
• Quick implementation

Cons:

• Limited customisation
• Payout delays (30-45 days)
• Data limitations
• Less control

GiveWP (WordPress)

Best For: WordPress charity sites wanting control

Fees:

• Free version available
• Plus: $199/year
• Pro: $499/year
• Elite: Custom pricing
• Plus payment gateway fees

Features:

• Donation forms
• Recurring donations
• Donor management
• Goal thermometers
• Report exports
• Multiple gateways

Pros:

• Works within WordPress
• Good customisation
• One-time/recurring cost
• Active development
• Good support

Cons:

• WordPress only
• Requires payment gateway
• Premium features cost extra

Implementation Best Practices

1. Form Design

Keep It Short Essential fields only:

• Name (sometimes optional for quick giving)
• Email (for receipt)
• Donation amount
• Payment details

Optional but useful:

• Phone number
• Address (for Gift Aid)
• Dedication (in memory of, in honour of)
• Designation (which program to support)

Suggested Amounts Always provide pre-selected options:

[£10]  [£25]  [£50]  [£100]  [Other]

Show impact:

£10 - Provides 5 meals for homeless individuals
£25 - Funds a day of counseling support
£50 - Supplies school essentials for a child
£100 - Provides a week of crisis accommodation

One-Time vs. Recurring Prominently offer both:

• Default to one-time (less commitment)
• Highlight benefits of monthly giving
• Make switching between options easy
• Show annual impact of monthly gifts

Progress Indicators For multi-step forms:

1. Amount → 2. Details → 3. Payment

Show where they are, how many steps remain.

2. Payment Options

Offer multiple methods:

Essential:

• Credit/debit cards (Visa, Mastercard)
• UK debit cards (lower fees)

Valuable:

• PayPal
• Apple Pay
• Google Pay
• Direct Debit (for recurring)

Consider:

• Bank transfer details (for large gifts)
• Cryptocurrency (for tech-savvy donors)
• SMS/text to donate (for events)

3. Gift Aid (UK Charities)

Gift Aid adds 25% to donations at no cost to donors.

Best Practices:

• Explain clearly what Gift Aid is
• Make checkbox prominent but not misleading
• Collect required information (full name, address)
• Store declarations properly
• Make it optional (don't require address for non-Gift Aid)

Sample Text:

☐ Yes, I am a UK taxpayer and I would like [Charity Name] to reclaim tax on this donation and any future donations until I notify you otherwise.

I understand that if I pay less Income Tax and/or Capital Gains Tax than the amount of Gift Aid claimed on all my donations in that tax year it is my responsibility to pay any difference.

4. Security and Trust

Display Prominently:

• SSL certificate (padlock icon)
• Payment security badges
• PCI compliance mention
• "Secure donation" messaging
• Privacy policy link
• Data protection statement

Sample Trust Message:

🔒 Your donation is secure and encrypted. We never store your payment details. Your privacy is protected.

5. Mobile Optimisation

Over 50% of donations now come from mobile devices.

Mobile Essentials:

• Responsive design
• Large, touch-friendly buttons
• Auto-fill support
• Simplified forms
• Fast loading
• Easy payment options (Apple Pay, Google Pay)
• No horizontal scrolling
• Clear, readable text

Test Thoroughly:

• iPhone (various sizes)
• Android phones
• iPads and tablets
• Different browsers
• Various orientations

6. Thank You and Confirmation

Immediately after donation:

Thank You Page Should Include:

• Clear confirmation message
• Donation amount and details
• What happens next (receipt coming via email)
• Social sharing buttons
• Additional engagement opportunities:
  • Sign up for newsletter
  • Follow on social media
  • Volunteer opportunities
  • Share with friends
• Tax receipt information

Email Confirmation Should Include:

• Thank you message
• Donation amount and date
• Payment method used
• Tax/Gift Aid information
• Your charity details (name, number)
• Contact information if questions
• Impact statement (what their donation will do)
• Ways to stay involved

Maximizing Donation Conversions

1. Prominent Donate Button

Location:

• Header (always visible)
• Homepage hero section
• Throughout relevant pages
• End of impact stories
• Footer

Design:

• Contrasting colour (stands out)
• Large enough to easily click/tap
• Clear, action-oriented text
• Consistent across site

Button Text: Consider:

• "Donate Now"
• "Give Today"
• "Support Our Cause"
• "Make a Difference"

2. Reduce Friction

Remove Barriers:

• Make donation process as few steps as possible
• Don't require account creation
• Allow guest donations
• Remember payment details (if secure)
• Provide clear error messages
• Support auto-fill

Speed:

• Ensure fast page loads
• Optimise images
• Minimize unnecessary scripts
• Test on slow connections

3. Tell Compelling Stories

Before the donation form, remind people why to give:

Impact Stories:

• Real beneficiary stories
• Specific outcomes
• Emotional connection
• Clear problem and solution

Urgency: When appropriate:

• Time-limited matching gifts
• Urgent needs
• Campaign deadlines
• Specific goals

Transparency:

• Where money goes
• Percentage to programs vs. admin
• Recent impact
• Financial accountability

4. Social Proof

Show that others are giving:

Display:

• "Join 5,000 supporters"
• Recent donations (amount and name/location, with privacy)
• Donation thermometer showing progress to goal
• Testimonials from donors
• Number of lives changed

5. Overcome Objections

Address common concerns:

"Is it secure?"

• Display security badges
• Mention encryption
• Explain data protection

"Where does my money go?"

• Show breakdown
• Link to annual reports
• Explain program costs

"Can I afford it?"

• Show range of amounts
• Emphasize every amount helps
• Explain small gift impact

"Will you spam me?"

• Clear opt-in for marketing
• Explain communication frequency
• Easy unsubscribe promise

6. Multiple Giving Options

Not everyone wants to donate right now:

Offer:

• One-time gifts
• Monthly recurring donations
• Memorial/tribute gifts
• Corporate matching
• Planned giving
• Volunteer opportunities
• Fundraising for the charity
• Non-monetary support (skills, items)

7. Test and Optimise

Continuously improve:

A/B Test:

• Button colours and text
• Suggested donation amounts
• Form field requirements
• Number of steps
• Payment options
• Page design

Monitor:

• Conversion rate (visitors → donors)
• Average gift amount
• Completion rate (started → finished)
• Drop-off points
• Mobile vs. desktop performance

Analyse:

• Which traffic sources convert best?
• What pages lead to donations?
• When do people give (day/time)?
• Which campaigns perform best?

Legal and Compliance

UK Charity Requirements

Fundraising:

• Follow Fundraising Regulator Code of Practice
• Display charity registration number
• Be transparent about how donations used
• Honor donor preferences
• Provide clear opt-in for marketing

Data Protection (GDPR):

• Collect only necessary data
• Explain how data will be used
• Store securely
• Allow donors to access/delete data
• Privacy policy required

Financial:

• Issue receipts
• Keep accurate records
• Report in annual accounts
• Handle Gift Aid correctly

Payment Security:

• PCI DSS compliance
• Secure data transmission
• Don't store card details (unless PCI certified)
• Regular security audits

Tax Considerations

Gift Aid:

• Must be registered charity
• Proper declarations required
• Accurate record keeping
• Submit claims correctly

Receipts:

• Issue for all donations
• Include charity details
• Specify amount and date
• Note if Gift Aid claimed

Troubleshooting Common Issues

Low Conversion Rates

Possible Causes:

• Complicated donation process
• Too many form fields
• Lack of trust indicators
• Poor mobile experience
• Slow page loading
• Unclear impact messaging

Solutions:

• Simplify form
• Add trust badges
• Improve mobile design
• Optimise performance
• Strengthen storytelling

High Drop-Off Rates

Possible Causes:

• Technical errors
• Payment processing issues
• Unexpected fees
• Required account creation
• Too many steps

Solutions:

• Test thoroughly
• Ensure payment gateway works
• Be transparent about fees
• Allow guest donations
• Reduce steps

Low Average Gift

Possible Causes:

• Suggested amounts too low
• Lack of impact messaging
• No premium giving option

Solutions:

• Raise suggested amounts
• Show impact of larger gifts
• Add highest tier
• Offer naming opportunities

Conclusion

Implementing online donations is essential for modern charities. Key takeaways:

1. Choose the right platform for your needs, technical capacity, and budget
2. Design for conversion with simple forms, clear impact messaging, and trust indicators
3. Optimise for mobile as most donors now give via phones
4. Test and improve continuously based on data and donor feedback
5. Stay compliant with fundraising, data protection, and financial regulations
6. Make it easy - remove every possible barrier between intention and donation

Remember, your donation process is often the final step in a donor's journey. Make it smooth, secure, and satisfying, and you'll see your online fundraising grow.

Need help implementing or improving your charity's donation system? Get in touch to discuss your needs. As part of my free charity web design services, I can help you create an effective donation process at no initial cost to your charity.