Donate button on the Donor Portal login page

The Donate button drove +10% new donation conversion and +17% revenue per supporter.

What we tested

Existing supporters are some of a nonprofit's most valuable donors. They've already connected with your mission, made a gift, and chosen to stay engaged. The challenge is making it as easy as possible for them to support your organization again.

The Donor Portal helps supporters manage their giving, update payment information, and stay connected to your organization. We wanted to understand whether giving supporters a clearer path to donate before they even logged in could encourage more repeat giving.

To test this, we added a Donate button directly to the Donor Portal login page. Clicking the button opened the organization's donation experience in a new tab, allowing supporters to make a gift immediately rather than navigating through the portal first.

The goal was simple: make it easier for returning supporters to give again.

Hypothesis

If we add a donate button to the Donor Portal login page, conversion to a new donation will increase by about 15% for supporters who see it, without harming how they manage their existing recurring plans, because surfacing a give-again prompt earlier removes friction for motivated returning donors.

Test setup

Duration	51 days
Timing	August–October 2025
Audience	~170,000 supporters visiting the Donor Portal login page
Group split	• 50% control (login page unchanged) • 50% test (donate button added)
Key metrics	• Conversion to a new donation • Average Revenue Per User (ARPU)

Key results

The optimization delivered a significant increase in both donation conversion and revenue.

+10.11% increase in conversion to a new donation
+8.45% increase in one-time donation conversion
+13.52% increase in recurring donation conversion
+16.86% increase in ARPU
+17.99% increase in ARPU with lifetime value included

Importantly, the increase came from new donations rather than changes to existing recurring plans.

Additionally, no statistically significant changes were observed in recurring plan upgrades, downgrades, or cancellations.

All headline metrics passed the threshold for statistical significance (p-value < 0.05), confirming that these results are reliable.

Segment insights

The strongest gains came from mobile supporters and U.S.-based donors:

+10.35% increase in new donation conversion on mobile
+9.80% increase in new donation conversion on desktop
+15.31% increase in conversion among iOS supporters
+11.79% increase in conversion among U.S. supporters

Conclusion

The hypothesis was confirmed.

Adding a Donate button to the Donor Portal login page generated a meaningful increase in both donation conversion and revenue, while maintaining stable supporter behavior across recurring plan management.

The results show that even small reductions in friction can have a significant impact when supporters are already motivated to give.

Because the change delivered a clear fundraising benefit without introducing risk to recurring giving, it has been rolled out across the platform.

What this means for you

The Donor Portal is more than a place for supporters to manage their giving. It's also an opportunity to deepen donor engagement and generate additional revenue from people who already believe in your mission.

This test is a great example of that approach. By making it easier for returning supporters to donate again, nonprofits generated more one-time gifts, more recurring gifts, and more revenue overall.

We're continuously testing new ways to help existing supporters stay engaged, give again, and strengthen their relationship with your organization. And as always, every optimization is validated with real donor behavior before it's rolled out.

→ Explore how the Donor Portal helps supporters stay engaged and keep giving.