Improving your Donor Conversion Rate

Simple steps to turn visitors to your site into donors.

You work hard to show how important your nonprofit is to the community. You send newsletters, host events, publish on social media platforms and more. Eventually, when the word gets out, people want to support your cause and will visit your site’s donation page. At this point, you may think that you have done all you can to get people interested in donating, but you are not done yet! Only a small percentage of individuals visiting your site will actually donate. You’ll need to implement ways to convert these visitors into donors. This is where knowing how to use a donor conversion rate, and leveraging it, will help you. But first, what is a conversion rate?

Conversion Rate = Donations Received / Unique Visitors

This means that the higher your conversion rate, the more people visiting your donation page actually donate. When you want to improve your donations, you need to make sure you convert well before spending a lot of energy on getting them to your page.

Think about it, if you double your conversion rate, it means that every action you will take to raise donations will have twice as much impact.

How do you measure your donor conversion rate?

To measure your organization’s rate, you’ll need to embed your donation form into your website. If you are using platforms like Simplyk or CanadaHelps, it is simple to embed the form directly onto your website. Then, using Google Analytics, you can compare the number of unique visitors to your form to the number of donations received. Easy, isn’t it?

What should your conversion rate be?

The industry conversion rate is 15%, and drops to 9% on cell phones.

If you are at 20% or more congrats! You are doing a great job. If you are at 10% or below, that’s also a good news! It means you can easily double your donation volume.

At Simplyk, we worked hard to get conversion rates to 23%. Here are the methods you can used to get to that.

Improving your conversion rate

To do so, you need to understand what’s creating friction between browsing and actual donations. What is stopping potential donors from clicking on that final donate button? There are so many small changes you can make to your donation page to turn that half completed form into actual revenue, so you can have greater social impact!  

Explain how the donations are being used

Users visiting your site know your mission, but are more inclined to donate if they really understand how their gift will be used. You will need to show the work you are doing to accomplish your goals. By making the impact of their contribution obvious, donors are more eager to give.  For example, your mission might be to eliminate hunger in your community, so tell your donors how they will help you get there! It could be that their $100 will provide 1000 meals to children.

Craft a straightforward flow

Sometimes, you miss out on donors because they just get lost. Too often, people arrive on a donation page, click on the donate button, and get sent right back to the home page ! Make sure that once someone is on your donation page, they don’t get distracted. Their experience must be as straightforward as possible. Your donation form should be visible immediately and ready to fill out, as shown  below.

rea- donor conversion rate

Minimize the number of clicks on your form

If your donors need to click through less options, they will spend less time on the form, which increases the likelihood that they will complete it. Another way of speeding up the process is by creating smart defaults for the responses. For example, if you know your donors are all from Canada, you can set the country response to that. The more responses you can set, the better! Here’s an example of what to avoid:

Make sure your form is cellphone friendly

Just like online shopping has increased on cell phones, so has making donations. You can check how many people are visiting your organization’s site on their mobile device by using Google Analytics. It is extremely important to make sure that your site and donation forms adjust to cell phones. For all 4000 organizations receiving donations through Simplyk, 40% of donors gave using their smartphone, as displayed in the chart below:

How Simplyk increases your conversion rate

We managed, at Simplyk, to dramatically increase our rate because we applied all the tips mentioned above. We have a reduced number of clicks; only 7 are required to complete a donation!

The mobile experience is also simplified because we accept Apple Pay and Google Pay. With the growing popularity of mobile wallets, having these payment methods is a must! Especially if you want to increase younger donors. Users under 35 make up 55% of e-payment methods and around 1.2 billion people use mobile wallets in 2020 (FinTech News). Adapting to the rise of  Google and Apple Pay is important, making it more likely for people to donate!

There is also a unique way that Simplyk provides added value. 100% of donations made using our platform go directly to your organization, no exceptions. Donors know that the entirety of their gift goes towards your mission, making them more willing to give. Our creative model offers the option to leave us a contribution at the end of the transaction. Donors like our model because they value the transparency of knowing where their donation is going. The proof is in our conversion rate, it’s 130% better than the industry average.

By combining all these tips to improve your donation page, your conversion rate is sure to increase, making you on your way to creating a bigger impact! 


The Best Online Donation Platforms in Canada

As a nonprofit organization, it can be a challenge finding the online donation platforms in Canada that best suits your needs. All nonprofits are different, but you will always want to look at the pricing, the donor experience, and the possibilities as an admin. As almost half of all donations are made using smartphones, you will also want to keep an eye on the experience on cellphones.  To help navigate the different possibilities, here is a description of the best and most popular sites that can streamline donations to your organization, with an analysis for each criteria :

  • Pricing
  • Donor Experience on all Devices
  • Admin possibilities
  • Integrations to Database
best online donation platforms in Canada
Simplyk - best online donation platforms

1) Simplyk

Created in Montréal in 2016, Simplyk wants to empower all nonprofits to change the world, thanks to better technology. 4000 organizations across Canada use the platform.


Simplyk is the only donation platform in Canada that is entirely free to use. Donors enjoy knowing that when they donate to you, 100% of the donation really goes to your organization. They are funded thanks to a tip based business model, where each donor can add whatever amount they’d like to support the platform.

Donor Experience on all Devices

Simplyk strives to provide the best donor experience. The platform optimizes donor conversion, by having the lowest number of clicks out of all the platforms below. Simplyk’s interface is extremely mobile friendly, providing a seamless experience on smartphones and other devices. It is worth noting that Simplyk is one of the only platforms that accept Google Pay and Apple Pay, both of which are used by 500M people. This leads to a conversion rate of 130% better than the industry average. Learn how Simplyk can improve your conversion rate.

Admin possibilities

The administrative dashboard is simple to navigate, yet offers a lot of possibilities. Setting up donation forms, ticketing and peer-to-peer campaigns is super straightforward and requires very little time. You can also easily automate tax receipts, and manage all your donor data.

Integrations to Database

Simplyk has a Zapier app, which allows you to connect Simplyk to any popular tool you may use. You can choose to automatically transfer your data to platforms like Salesforce, MailChimp, Airtable, SQL, FileMaker and 1,000 more apps with Simplyk.

2) CanadaHelps

CanadaHelps is a donation platform looking to serve charities and donors. As a registered charity itself, CanadaHelps has facilitated over $1 billion in giving in over 19 years of operation. They host profiles of all registered Canadian charities, through which individuals can make donations.


CanadaHelps charges 4-5% per donation depending on the type of donation form. These include customizable donation forms, embedded donation buttons on organization’s websites, peer-peer fundraising and more.

Donor Experience on all Devices

Donating through this platform is rather easy and mobile friendly. However, the donation form requires a page change, more than 14 clicks and few pre-filled fields. It also does not support Apple Pay and Google pay. This may affect the time it takes for donors to fill out the forms.

Admin possibilities

CanadaHelps goal is to reduce the time nonprofits spend on administrating their donations. The administrative dashboard allows for easy set up of donation forms, ticketing and peer-to-peer fundraising. It provides reports that capture data from donors, donation amounts and number of donations. It also provides benchmark reports comparing data from past months and to other Canadian charities. The overall layout of the dashboard is clear but requires some time to understand when you are beginning.

Integrations to Database

CanadaHelps allows organization’s to import their data into popular customer relationship management technologies such as SalesForce and Raser’s Edge, but does not have its own management technology. Download complete reports of donations and donor information in CSV and then import them to other tools.

3) PayPal

PayPal is popular payment application that aims to simplify everyday online transactions. They are now providing donation options for charities through PayPal Donations and the PayPal Giving Fund.


Using PayPal Donations, Canadian charities are charged a rate of 1.6% per donation and $0.30 per transaction. All transaction fees are covered and 100% of donations are transferred to the charity recommended by the donor using the Paypal Giving Fund.

Donor Experience on all Devices

The interface is quick and easy to use on both desktop and mobile devices. However, in 2018, only 9% of donors preferred using PayPal, with most opting to use their credit card (Nonprofit Source).

Admin possibilities

PayPal donation offers very basic administration services. Creating a donation form and capturing donor information will require programming expertise from your organization. It is possible to track the small amount of data acquired through donations using PayPal donations, but not through the PayPal Giving Fund. If you are looking to analyze your data to increase donations, only PayPal donations allows for this. The Giving Fund is best suited for organizations receiving fewer donations or if they do not need to manage their donations to increase their income. PayPal donations does not offer automatic receipt generation .

Integrations to Database

Paypal does integrate to popular data management tools such as Salesforces. However, it provides small amounts of data which may not be beneficial for managing donors.

4) Je donne en ligne

This online platform works with Prodon to create customizable donation forms for charitable organizations.


It requires the purchase of Prodon, a software that manages donors, donations, volunteers and employees.

Donor Experience on all Devices

Je donne en ligne’s has one of the longest forms to fill out as a donor, which may be a disadvantage if you want a high conversion rate. The experience does not seem optimized for cellphone use either, with a large number of clicks and three pages of forms to complete. Their less modern interface may be also be an issue if you are interested in attracting younger donors.

Admin possibilities

Using Prodon, all donation information acquired through Je donne en ligne is integrated into the software which then manages the data. There is no need for an additional management tool when using this service.

Integration to Database

Although it offers a management software, Prodon does not integrate to external tools such as Slack, Mailchimp and other customer relationship management. This could be an issue if you need to use your donor data on platforms for events such as Eventbrite or Simplyk.

5) Yapla

Yapla’s software offers a transactionnal platform along with a task and customer management tool.


The platform presents bundled features varying in price point from $0 to $99 a month. There are added charges of 3.9% and $0.30 per donation.

Donor Experience on all Devices

After a recent rebranding of their platform, the interface is more visual and allows for quicker access to information. The donation process is quite mobile friendly, but is broken down into multiple pages which can increase the time required to complete it.

Admin possibilities

Yapla allows you to create customizable campaigns for different types of fundraising . The service is targeting organizations looking for a management platform as it offers features outside of donations, like communications and invoicing. It can be a good choice to do everything with one platform, but you may find important features missing in the fundraising part of the platform.

Integration to Database

Much like Prodon, Yapla does not integrate with other applications.