How to test the success of your online fundraising

In today’s fundraising landscape, online giving is an increasingly vital source of income for charities. Supporters are more digitally savvy than ever and expect donation experiences that are simple, seamless, and highly personalised. This makes it essential for charities to adopt a structured, data-driven approach to meet these needs and maximise the impact of every fundraising campaign.

 

Don’t let your donors slip away. Fundraising platform iRaiser has created a fundraising guide featuring “11 A/B tests to boost your online fundraising”. Designed for fundraising professionals and association teams alike, it provides a clear, actionable framework to improve the donation process and overall performance of fundraising efforts

 

With tested strategies that have delivered measurable results – like boosting average gifts by up to 27 % and donor engagement by 17 % – this guide is a must-read for charities looking to get more from their digital fundraising platforms and campaigns.

 

Download the guide

 

 

What is A/B testing for charities?

 

A/B testing is a method of comparing two versions of a webpage, donation form, or a single element (such as a button or link) to see which performs better. In charity fundraising, it allows you to test hypotheses safely, assessing, for example,  whether changing suggested donation amounts, the placement of your call-to-action, or the imagery on your form increases conversions or average gift size.

 

By splitting your visitors between two versions and analysing their behaviour, you get concrete, data-driven insights into what actually motivates your donors. This approach ensures you’re making decisions based on evidence and helps maximise the impact of every campaign.

 

 

Proven strategies you can try today

 

The whitebook, created by iRaiser, gives charities practical, actionable examples. Inside, you will find:

• Core principles of A/B testing applied to fundraising: Learn how comparing two versions of a donation page, form, or element can uncover what drives supporter behaviour and strengthens donor relationships.
  
  
• Step-by-step methodology for running tests: From formulating hypotheses to defining KPIs and segmenting audiences, you’ll get a clear framework to run reliable, actionable experiments.
  
  
• 11 concrete A/B tests to implement immediately: Real examples from European charities show measurable results across donation average, conversion rates, and engagement – including test ideas to refine your own campaigns.
  
  
• Best practices for optimising digital donor journeys: Discover how to improve donor experiences – from form design and mobile optimisation to messaging and content efficiency – so you can convert more visitors into donors and effectively collect donations.
  
  

 

Tested A/B strategies with measurable results

 

The whitebook gives readers tested, actionable examples that have produced real results across European charities. From optimising donation grids to experimenting with native donation forms, each test has been carefully designed to boost conversion rates and increase average gift size.

 

Here are just a few examples of the tests you can implement:

• Highlighting the most popular donation amount: Subtle visual cues on your fundraising pages can guide donors toward giving more. Tests increased average gifts by up to 27 % among prospects.
  
  
• Using donation equivalences: Showing the real-world impact of a gift (e.g., meals provided, nights of shelter) can boost engagement by up to 17 %
  
  
• Exit-intent pop-ups: Well-timed messages as visitors try to leave a page recovered 30 % of users who clicked the call-to-action

 

These examples illustrate how simple changes to your online fundraising pages can produce significant improvements in both engagement and revenue. iRaiser’s fundraising guide also shares bonus ideas for further experiments, ready to implement without needing advanced technical skills.

 

 

Implement validated A/B tests for better results

 

Explore actionable experiments to convert more donors, increase average gifts, and optimise every step of your giving journey.

 

Download your free copy of the whitebook now