Finding: Fundraise Up Donation Forms, Triple Donations for ADRA Canada
November 18, 2025
We split the same campaign traffic across three donation experiences to find out how much the giving flow itself was worth.
- Organization
- ADRA Canada
- Channel
- Online donation page
- Timeframe
- Thanksgiving campaign
- Test type
- A/B/C test
Hypothesis
Because each extra step between intent and a finished gift loses donors, we believed that removing a click from the donation flow would raise revenue per visitor.
The test
Same traffic, three donation experiences.
During ADRA Canada’s Thanksgiving campaign, the same traffic was split across three ways to give. Everything else stayed the same, so any difference in results came down to the experience itself.
- Control. A two-click Fundraise Up flow: one click to reach the donation page, another to open the giving form.
- Treatment 1. A Blackbaud form swapped in as the landing page.
- Treatment 2. A one-click Fundraise Up flow, where the Donate button opened the giving form immediately, removing a step.
The result
The hypothesis held: one fewer click, twice the revenue per visitor.
Revenue per visitor was $47.69 on the control, $15.51 on the Blackbaud form, and $102.61 on the one-click Fundraise Up flow. The streamlined version raised 115 percent more per visitor than the control, while the Blackbaud form raised about 67 percent less.
Revenue per visitor, by donation experience
two-click formBlackbaud
formOne-click
form
The learning
Friction is the most expensive thing on your donation page.
We tend to assume everyone who reaches the donation page is ready to give. Many are, but only a small share actually finish, and each extra step is a chance to lose them. Removing one click here didn’t just nudge the numbers, it more than doubled revenue per visitor. The gap between intent and a finished gift is one of the highest-value things an organization can fix, on any platform.
