New timing for abandoned donation emails
Sending an email reminder 1 hour after checkout abandonment led to a 5.7% increase in conversion.
What we tested
Abandoned donation recovery is one of the most effective ways we help nonprofits increase donor conversion.
When a supporter closes Checkout before completing their donation, we display a gentle prompt: “Want a reminder later?”. If they opt in, we follow up via email.
And it works! 10% of donors who receive the email end up completing their gift.
Until now, our reminder schedule was fixed: emails went out 1, 3, and 7 days after abandonment.
But after conducting market research, we saw something interesting: sending the first reminder sooner, especially within the first hour, could lead to better outcomes. So, we tested it.
In this test, supporters were split into two groups:
- One followed the standard schedule (1, 3, and 7 days)
- The other received a faster cadence: reminders at 1 hour, 1 day, 3 days, and 7 days
Hypothesis
If we send the first reminder email just 1 hour after Checkout abandonment, conversion rates will increase without negatively affecting ARPU.
Test setup
| Duration | 52 days |
| Timing | June–August 2025 |
| Audience | 104,000+ visitors |
| Group split | • 50%: control (the current email schedule — 1, 3, and 7 days) • 50%: test (the new email schedule — 1 hour, 1, 3, and 7 days) |
| Key metrics | • Donation conversion rate (the % of visitors who completed a donation after receiving an abandoned donation email) • 7-day donation conversion rate (the % of supporters who completed a donation within 7 days of abandoning Checkout) • ARPU (Average Revenue Per User) |
Key results
- +5.7% lift in overall donation conversion
- +11% increase in donors returning to complete their gift within the first 7 days after abandonment
- ARPU remained strong
Donation conversion rate after abandonment
Donation conversion rate within 7 days of abandonment
Segment insights
- The strongest performance came from mobile donors, where donation conversion increased by +7%
- One‑time gifts benefited most:
- +6% lift overall
- +8% lift for one‑time gifts on mobile
Conclusion
Timing matters a lot. This test proves that sending a reminder just one hour after abandonment significantly boosts conversions, especially on mobile and for one-time donations. It's a small tweak with a big payoff.
That’s why we’ve updated the abandoned donation email schedule for all nonprofits using this feature. It’s now fully rolled out and working behind the scenes to help you recover more gifts.
What this means for you
Your supporters want to give, but sometimes they just need a gentle, well-timed reminder.
Here’s why this feature is a no-brainer:
- 10% of donors complete their gift after receiving an email
- Zero manual work — no third-party systems or email automation needed
- Built-in consent — donors opt in at Checkout
- Fast setup — go live in minutes
With Fundraise Up, you get donor recovery that’s smart, compliant, and always improving.
→ Explore how to enable abandoned donations recovery today
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Talk to our digital fundraising experts about how Fundraise Up can elevate your organization’s donor revenue.
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