BASE ELEMENT 3 · THE DONATION EQUATION
Barriers
Barrier (noun): Something material that blocks or is intended to block passage; something immaterial that impedes or separates: an obstacle. From the Medieval Latin “barra” — a bar or rod used to block passage. (Merriam-Webster)
IN THE DONATION EQUATION
The friction for giving offered by limits to giving vehicles, too many donor choices, and slow donation completion.
Note: This is the one element you want to reduce as much as possible in your Donation Equation. That’s why it sits under the division symbol. The lower the barriers, the bigger the giving.
We make it too hard to give, sometimes.
Online giving forms are often too long, hard to complete, and don’t match the pace of today’s digital citizens. We also see barriers with big gifts — when we make pledge forms too long, require donors to meet with us, and are slow to navigate multiple stakeholders in big giving decisions.
Of any element in the Equation, if you focus on reducing Barriers, you are likely to see the biggest return on your investment.
Fix your giving forms to reduce Barriers.
Online giving should take less than a minute. Every extra field, every unnecessary step is a moment when a donor can change their mind. Review your online giving process as if you’ve never given to your organization before. Count the clicks. Time the process. Then cut it in half.
The same applies to pledge forms for major gifts. Don’t confuse a pledge form with a donor agreement. The former should be simple; the latter can take more time.
Avoid “decision paralysis,” especially with new donors.
Too many choices create friction. When donors — especially new ones — are presented with fifteen giving levels, six funds to choose from, and four payment options, many simply close the tab. Give fewer, targeted choices early in the giving journey. You can introduce more options as the relationship deepens.
There are barriers in major giving, too.
Major gifts often involve multiple stakeholders, complex assets, and long timelines. Fundraisers can reduce barriers here by asking donors how they want to give, being flexible about giving vehicles, and making sure every meeting has a clear next step. Slow follow-up is a barrier. Unclear paperwork is a barrier. Make the path forward obvious.
THE QUICK LIST
Ways to Limit Barriers
- Online giving should be less than a minute from start to completion.
- Make pledge forms shorter. Don’t confuse a pledge form with a broader donor agreement.
- Avoid decision paralysis: give fewer, targeted choices, especially early in the giving journey.
- Engage in combination asks (such as funding an endowment while supporting operations short-term).
- Ask donors how they want to give, be contacted, and thanked.
- Make giving information available 24/7 — consider chatbots and self-service options for common questions.
THE KEY POINT
The Key Point
Making giving easier is important, especially when donors are just getting started with your cause. Technology can help, and almost all the things you think you have to ask for from donors can be delayed until later. Friction reduction is a fundraising pro move.
Broader Context: Pressing the “easy button” is a widely documented key tactic in commerce, political action, and advocacy. Every business and social activity will see greater conversion when it’s just easier. Amazon, DoorDash, and YouTube have led in this, spending significant time optimizing the user experience.