Alice Clutton

Customer Services Representative

Charities Aid Foundation


Watch our video for practical, easy-to-achieve tips to help you to make the most of your charity’s donation page.

In less than 20 minutes, Alice Clutton will show you:

  • how to recognise the 7 elements of an optimised donation page
  • the common pitfalls to attracting donations online and how to avoid them
  • how to create a well-designed donation page in 3 easy steps, with the aid of CAF Donate – the charity fundraiser’s toolkit

Pick up practical, easy-to-achieve tips to help you maximise the pulling power of your charity's donation page.


Watch on YouTube

A fifth of people like to donate online, so it’s important to make sure you’re ready for this. Here’s how you can be…

The common pitfalls to attracting donations online and how to avoid them:
  • Hiding your donate button/ support us section – make it easy to find.
  • Taking your online donors offline – let them do it there and then but still give them offline options as well.
  • Not asking for donations at all – make sure you make it clear that you need them and what donations can achieve.
  • Just having a ‘donate’ button is not enough – make sure you keep in communication with the donors so they know what they could be doing.


  • Friendly URLS eg
  • Pay-per-click advertising – you might be able eligible for a Google Ad Grant).
  • Use QR codes to take users straight to your website.
  • Presence on social networking sites.
  • ‘Refer-a-friend’ scheme for supporters, e.g. social sharing icons on your website.

7 elements of an optimised donation page:

  • Make your donation button stand out.
  • Offer a range of donations values and show what can be done with that money.
  • Offer a range of donation methods.
  • Show how Gift Aid works.
  • Optimise for mobile and make sure that it works with main browsers (Safari, Chrome, Dolphin and Mobile IE).
  • Keep the process short to stop people dropping out.
  • Show your appreciation, make sure that you state the impact donors have made and thank them (on screen and by email).

These tips can be aided by CAF Donate so be sure to find out what it could do for you and your charity.


Alice works in the Customer Service team, helping our CAF Charity Account customers.