The main problem with online donation forms is the sheer number of steps a donor has to go through in order to pledge money to their specified charity. Charities need to redesign their donation methods so that the user has a more streamlined and intuitive experience.

The first step to achieving this is for charities to make their donation buttons more obvious on their websites, as being unable to locate a way to give money puts many users off. Donation submission buttons should be highly visible and free from distracting material, such as sidebars.

Charities should encourage donors to give a set amount of money by detailing how much is required to achieve certain ends and make an impact. For example, if £2 can give a dog shelter for a night, then £14 can provide it for a week. Using this method, users can work out how their money will be spent.

To encourage donations, users should be given the option of donating this set amount of money using a simple one-click method, make an alternative donation using a simple form that can be auto-filled with their information, or even set up a direct debit.

Find out more about our work on paperless direct debit here.