Is Your Donation Experience Ready for Year-End?

October 8, 2026

Is Your Donation Experience Ready for Year-End?

You can create a compelling campaign, write a powerful appeal, and reach thousands of potential donors.


But what happens when someone decides to give?


That's where the donation experience matters.


During year-end, donors may be moving quickly. They're seeing appeals, responding to deadlines, and deciding which organizations they want to support.


If your donation page is difficult to find, doesn't work well on a phone, or has a broken link, you may lose a donor before the gift is completed.


Before your year-end campaign launches, test the entire giving process.


Start with the basics.


Can someone find the donation button easily? Does clicking the button take them directly to the appropriate donation form? Does the form work properly on mobile devices? Are payment options functioning? Are there unnecessary steps that could make the process more difficult?

These details are part of the donor experience, not simply website maintenance.


Your digital experience should also match the campaign that brought the donor there.


If your appeal talks about a specific program or impact story, the donor shouldn't arrive at a generic page that feels disconnected from that message.


The same goes for direct mail. If your letter asks donors to visit your website, make sure the transition from the printed piece to the digital experience is simple.


Before year-end gets busy, walk through your donation process as if you're a donor.


Find the page. Click the link. Complete the form. Check the confirmation.


Don't wait for a donor to discover the problem for you.


A smoother giving experience makes it easier for supporters to turn their intention to give into an actual gift.


Is your year-end campaign ready to turn donor interest into action?

SM Marketing can help you prepare your year-end efforts—from campaign strategy and direct mail to data segmentation and reporting, digital communications and the donor experience.


Let’s make sure your campaign is ready when your donors are.

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