DAF payment option in Checkout

Our testing revealed important insights about where DAF giving performs best in the donor journey.

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 donor behavior and the best placement for DAF giving options. Here's what we learned:

DAF donors have specific preferences: Donors using DAFs typically engage through dedicated giving pages rather than general checkout flows.
Channel optimization matters: Our testing revealed that placement and context significantly impact how donors choose to give through their donor-advised funds.
Integration approach is key: The most successful DAF programs provide donors with streamlined, purpose-built experiences.

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 that performs best with purpose-built donor experiences. Here's what we learned:

Context matters for conversion: DAF donors benefit from dedicated giving paths that provide the specialized experience this payment method requires.
Optimizing for donor intent: Different giving methods serve different donor needs – matching the experience to donor intent drives better results.
Strategic channel development: The most effective approach integrates DAF giving through specialized solutions that streamline the donor-advised fund experience.

Based on these insights, we're focused on providing seamless DAF giving through purpose-built integrations that optimize the donor experience.

What this means for you

DAF is a powerful and growing giving channel. If your organization wants to optimize DAF donations, consider specialized DAF integration solutions that provide donors with the streamlined experience they expect, while maintaining your primary checkout's high conversion rates.