What makes a good donation page?

Ask only for what you need, label each amount with what it does, and make it easy on a phone.

Someone clicks "Donate" and then leaves before giving. Often the page itself is the reason. Three small fixes make the biggest difference.

1. Ask only for what you need

Every extra field is a reason to stop. Ask for a name, an email address, the amount and the payment. Everything else can wait until after the gift. Bloomerang's guide to donation pages gives the same advice: collect only the information you really need so people can finish quickly.

2. Label each amount with what it does

"€25" is a number. "€25: a warm meal" is a result. Linking amounts to what they make possible helps people picture the effect of their gift. A study with real donations (Cryder, Loewenstein and Scheines, 2013) found that giving rose when donors had concrete details about how their money would be used, because they felt their gift made more of a difference.

€10: one warm meal
€25: a meal for a family
€50: a week of meals

These amounts and labels are invented. Use what your own organisation can really promise.

3. Make it easy on a phone

Many people open your link on a phone, straight from a message or a social post. Open your own page on a phone before you share it. Buttons should be easy to tap and the form should not need zooming.

It pays off: according to the M+R Benchmarks 2026, a US study, 52% of visits to nonprofit websites came from a mobile device. On a donation page, 8% of mobile visitors completed a gift, against 11% on desktop.

In WeGlow

A WeGlow donation form has three steps: amount, personal details, summary. It asks for a first name and an email address (both required); last name and a message are optional, and donors can give anonymously. You can offer one-off and monthly gifts, each with its own amounts and labels, and the page works on a phone.

How sure are we?

The advice on fewer fields and labelled amounts is practice advice from fundraising software companies. The idea that concrete details raise giving comes from a published study, but it tested a specific situation, so treat it as a strong hint rather than a guarantee. The only figures above come from M+R Benchmarks on US nonprofits; we do not know Belgian or Dutch equivalents. We use no conversion numbers of our own.

How many fields should a donation form have?

As few as possible. Ask for a name, an email address, the amount and the payment. Everything else can wait until after the gift, because every extra field is a reason to stop. On WeGlow only first name and email address are required.

Does a donation page need to work on a phone?

Yes. According to the M+R Benchmarks 2026, 52% of visits to nonprofit websites came from a mobile device. Open your own page on a phone before you share it: buttons should be easy to tap and the form should not need zooming.

What should I put next to suggested amounts?

Put what each amount makes possible, for example €25: a meal for a family. A study by Cryder, Loewenstein and Scheines (2013) found that giving rose with concrete details. Only promise what your organisation can really deliver.

Can donors give anonymously and monthly?

On WeGlow donors can give anonymously. You can offer one-off and monthly gifts, each with its own amounts and labels. The form has three steps: amount, personal details and summary. Last name and a message are optional.

Sources

How to set up a nonprofit donation page: 30+ best practices (Bloomerang): ask only for necessary information; connect amounts to impact
The donor is in the details (Cryder, Loewenstein and Scheines, 2013): tangible detail about how gifts are used increases giving through perceived impact
M+R Benchmarks 2026, Website Performance: 52% of visits mobile; donation page conversion 8% on mobile against 11% on desktop (US nonprofits)