Your donors clicked. They had intent. Most of them never finished the gift.
According to the 2026 Pulse of the Donor report, the average donation page completion rate for email traffic is 12% — meaning 88% of supporters who clicked a link dropped off before giving. And with more than half of all donations now happening on mobile, a page that isn't built for how donors give today is losing people at the finish line.
Why it matters
A click is a commitment signal. Something between that moment and “Complete donation” broke the experience: a slow load, a form with too many fields, a page that fights the phone in someone's hand.
The data makes it harder to blame donors. When the experience is right, mobile transactions are actually 7% faster than desktop. The friction isn't the device, it's the page.
Every abandoned donation is someone who said yes and then got talked out of it.
Do this
Test your flow on a phone. Click your own fundraising email links and time how long it takes to finish a gift.
Kill friction. Look for slow loads, extra steps, confusing fields, and missing wallet options.
Shorten the form. Keep only the fields you actually need.
Enable one-tap payments. Turn on Apple Pay and Google Pay where possible.
Tune your ask amounts. Make sure preset options reflect how your audience actually gives.