DAF payment option in Checkout
Adding DAF to Checkout led to minimal engagement — donors preferred faster payment methods.
What we tested
We added a DAF (donor-advised fund) payment option to the Fundraise Up Checkout to see if it would increase donations.
Hypothesis
If we offer DAF as a payment method directly in Checkout, it will improve the donor experience for DAF users and lead to a 2–4% increase in overall donations.
Test setup
| Duration | 25 days (including DAF day) |
| Timing | October 2024 |
| Audience | 15,000+ U.S.-based unique visitors in the test group; large U.S. nonprofits across sectors (animal welfare, health, arts & culture) |
| Group split | 20% control group, 80% test group (with DAF payment option) |
| Key metrics | • Payment method clicks • DAF-specific donations • Overall donation volume and revenue |
Key results
The experiment provided valuable insights into how DAF performs as a checkout option. Here’s what we learned:
- Low engagement: Only 0.8% of visitors clicked the DAFpay button, showing minimal interest compared to other payment methods.
- Few donations: Donations made through DAFpay accounted for just 0.3% of the total number of donations.
- Minimal revenue impact: DAFpay donations represented only 0.55% of the total donation amount.
Additional insights
Many participating nonprofits continued receiving high DAF volume, but not through Checkout. For example, one organization received more than 400 DAF gifts during the test period via dedicated DAF pages and external DAF platforms.
Conclusion
DAF is a valuable giving channel, but not in Checkout. Here’s why:
- Minimal engagement and conversion: Most donors ignored the DAF option when presented alongside faster methods.
- Distraction risk: Adding DAF to Checkout risks disrupting donors already ready to give via credit cards or digital wallets.
- DAF donors prefer dedicated flows: Supporters using DAFs tend to donate through specific landing pages or directly from their fund providers.
We’ve decided not to include DAF in the default Fundraise Up Checkout to preserve a frictionless experience and maintain high conversion rates.
What this means for you
DAF is still a powerful giving channel, but it works best in its own space. If your organization sees strong DAF activity, consider creating a dedicated DAF landing page on your website to give donors a focused experience, without disrupting your high-performing Checkout flow.
→ Explore all payment methods available to your donors in Checkout
