- More income from the traffic you already pay for- no extra ad spend required.
- Built on behavioural science and a proven conversion-page framework (below).
- Higher conversion rates and higher average gift, not just more clicks.
- A clear, prioritised testing roadmap- not guesswork or opinion.
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What CRO can do for your charity
Conversion optimisation works across the whole journey, not just the donate button:
- Lift your donation conversion rate– fixing the friction that quietly loses supporters at the final step.
- Raise your average gift– through donation prompts, framing and ask strategy grounded in behavioural science.
- Improve lead and sign-up completion– fewer abandoned forms for events, challenges and email capture.
- Make your ad spend go further– better conversion means a lower cost per donor with no increase in budget.
- Build the evidence base– a structured testing programme that tells you what actually works for your supporters, not what someone assumes.
The Anatomy of a Good Conversion Page
Over years of building and optimising charity donation pages, I’ve distilled what high-converting pages have in common into a framework I use on every project. It comes down to emotional appeal, social proof, clarity, and a strong visual hierarchy with multiple opportunities to give. The nine elements:
- A prominent, engaging hero– a high-quality image or video, a compelling headline, and a CTA that says what and why in one line (“Donate now to…” the transformation the gift creates).
- Social proof and trust signals– testimonials and stories from people who’ve already given or been helped.
- A clear value proposition– the cause shown in an appealing way, with the body explaining exactly what a donation achieves.
- A visual representation of the cause– donation amounts tied to tangible outcomes (e.g. “£15 could buy an emergency medical kit”).
- A step-by-step explanation– a “your donation makes a difference” section showing what happens after someone gives.
- Informative, detailed content– a “more about” or FAQ section covering the organisation and its mission.
- Compelling, relevant imagery– emotional appeal is the key driver on a charity conversion page.
- Simple, clean, accessible design– clear sections, plenty of white space, a consistent and accessible colour scheme.
- A footer with the essentials– contact details, social links and the trust signals that reassure.
A worked example I often point to- and a page I contributed to during my decade at Guide Dogs- is the sponsor-a-puppy donation page.
CRO work I’ve delivered for charities
A sample of recent outcomes. (Clients kept anonymous here by sector; named case studies on the Success Stories page.)
- Education-sector charity– repositioned an advocacy campaign from clicks to completed website registrations, delivering 78 completed registrations at £1.93 each by optimising for the action that actually mattered.
- Health & welfare charity– optimised a two-stage regular-giving conversion journey in coordination with the telefundraising partner, improving the quality of opted-in leads that converted to regular donors.
- Multiple charities– conversion-page and funnel work that lifted average gift and reduced cost per donation without increasing media spend.
How I work: the Active Optimisation Loop
CRO isn’t a one-off fix0- it’s a loop, grounded in data and continuous testing.
1. Diagnose
I start with the data and a full audit of your conversion journey — analytics, tracking, and the donation or sign-up pages themselves- to find exactly where and why you’re losing people.
2. Hypothesise
Using behavioural science and the conversion-page framework above, I turn those findings into clear, prioritised hypotheses- the changes most likely to move the needle, ranked by impact and effort.
3. Test
I design and run structured tests (copy, layout, ask strategy, CTAs, page flow) so improvements are proven against your real traffic, not based on opinion.
4. Scale & iterate
Winning changes are rolled out and the next test begins. The result is a compounding programme of improvement — and a roadmap your team can keep running.
Why charities choose to work with me directly
Senior oversight, hands-on management
The analysis, the hypotheses and the testing are done by me- not handed to a junior. You always have an experienced pair of eyes on the journey. That’s the structural difference between working with me and working with an agency.
Award-winning, accredited expertise
Winner of the Woman for Good 2025 award for digital excellence in the charity sector, and an accredited Meta & Google Business Partner. My reputation is built on transparent, accountable results.
Optimisation grounded in donor psychology
I apply consumer-behaviour science to every element of the journey, putting the donor experience at the core- because conversion is ultimately about people, not just pages.
You own everything
The insights, the test results and the roadmap are yours to keep and keep running- backed by tailored, real-time dashboards your internal team can report from.
What clients say about me
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Why CRO matters more than ever for charities
With acquisition costs rising across every channel, the cheapest income you’ll find is from the traffic you’ve already paid for. CRO is how you get it:
- Every channel feeds the same pages. Improving your conversion journey lifts the return on your Meta, search and social spend all at once.
- It compounds. A conversion-rate gain keeps paying back on every future visitor, long after the work is done.
- It protects you from rising costs. When media gets more expensive, a better-converting funnel is what keeps your cost per donor under control.
Frequently asked questions FAQs
Book a no-obligation discovery call →
Tell me where your supporters drop off and what you’re trying to grow, and I’ll give you an honest read on where the biggest conversion wins are.
No obligation, and I’ll tell you if it’s not the right fit.