Hi Reader,

Lots can happen in two weeks, can’t it?

With sweeping changes from the new US federal administration and a new senior advisor who enjoys wreaking havoc - from foreign-aid cuts to ending DEI preferences, and countries like Canada undertaking the fight of the century, it’s getting pretty nasty out there.

I never talk about politics, but I want you to know that you and your organization can turn this around. The opportunity is wide open to work with your communities to keep them aware of what’s happening and increase their knowledge of the effects of the changes.

There's no question it’s not going to be easy. Let’s remain strong for one another, continue pursuing our mission, and make the adjustments necessary to diversify your revenue and double down on building donor relationships.

Onward.

​

Emma saw the post. Her heart sank.

A local animal shelter had taken in a litter of abandoned puppies, and they needed urgent medical care.

Without a second thought, she clicked the link to donate.

But that’s when things got messy.

The page was cluttered, with tiny text and no clear “Donate” button.

She scrolled. Finally, Emma found a small link buried in the ‘support’ menu. She clicked. Then came a form—a long list of fields, optional checkboxes, and a request to create an account.

Nothing there to say, “Support the puppies.”

Halfway through, her phone buzzed—a text from a friend. She immediately closed her laptop. She never came back.

The shelter lost a donor—not because Emma didn’t care, but because the process wasn’t simple.

The truth? Every extra step costs donations. Every distraction loses a potential supporter.

And those puppies? If donating had been effortless, they might have received more of the funds needed for care.

In today’s edition of the Social Profit Stack, we’ll break down four simple ways to remove friction from the giving experience so donors can give quickly and confidently. When giving is effortless and the impact is clear, more donors follow through—generating more revenue for your mission.

Always keep it simple.

Guiding donors along the way is essential for them to get the most out of their giving experience. Consider how your donors currently experience their initial visit to your website. Is it a maze? Can they quickly learn how your organization uses their donation? Is the ‘donate’ button easy to see?

Take a moment to visit your website. How many clicks did it take to donate? If it’s more than two, you’re most likely losing donors.

What would happen if a donor like Emma landed on your website? Would she be able to see exactly where to click to give?

Here are four simple ways to help you keep the giving process super simple when your donors are ready to give.

1/ Eliminate Distractions

Your donation page deserves a page that is all on its own. When your donor clicks on the page, they don’t need other menu items or links to distract them from their intention to give.

2/ Share Value

Adding a few sentences to your donation page helps share the value of a donor’s gift. When donors are aware of what their donation supports, even if it’s unrestricted, it can help reinforce their decision and encourage giving.

3/ Simplify Decisions

We often assume that our donors want to make decisions along the way, but imagine there was only one avenue to give. Simplifying the decision-making process from the donor experience keeps it easy to give. In 2025, an online donor's only decision will be whether or not to repeat their giving monthly.

4/ Enable Mobile Payments

More than likely, you’ve visited Amazon or other shopping carts. How often have you had to add your credit card number to their form? You added your card number once and haven’t had to update it since it expired. So why or why do we not offer that service to our donors? Enabling mobile wallets can help your donor fill in their credit card details with one click. Offer options like Google Pay, Apple Pay, and PayPal to simplify the process.

Next steps

Take a few minutes this week to review and simplify your donation process.

Go back to your website. Try donating like a first-time visitor. Notice any friction? Every second of confusion risks losing a donor like Emma.

When you remove distractions, share value, reduce choices, and enable seamless payments, you help more donors convert.

Which of these changes will you implement first?

​

Link 💜

Thinking about your next fundraising appeal? The team at the Better Fundraising Co. shared their new e-book, Fundraising Offers. Sign up required

Ever wonder what the communication and giving preferences of online donors are? Take a peek at this report from Nonprofit Tech for Good.

Poll Results❓ Last week, I shared a poll about updating my newsletter cadence to weekly. Turns out the response was a 50% split. I'll keep you posted on my next steps.