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Why to Add Suggested Donation Amounts to Your Donation Form

4 min read
March 15, 2024
Abby Jarvis

Have you ever visited a donation page—maybe even your own—and noticed that it includes a few suggested donation amounts?

If you haven’t noticed that element before, you will now! It’s a common inclusion on nonprofit donation pages. But why are they prevalent? And should you include them on your own forms if you haven’t already?

Yes, you should! Here’s why.

Suggested Donation Amounts Mitigate Decision Fatigue

Making a decision can be hard. Making a decision when you have unlimited options is even harder.

When donors land on your donation page, they have to decide how much they want to donate. If your form includes suggested donation amounts, they can choose from one of a few options (or enter their own amount—more on that in a second). If your form doesn’t include suggestions, they have to choose from a virtually endless list of options. The only limit is their budget.

Guess which decision is harder?

Even if your donor chooses to give an amount that’s not listed in your suggestions—which they should always be able to do, by the way—they will subconsciously use your suggested amounts as a guideline for how much they’ll give. 

Including suggested donation amounts on your giving page makes it easier for people to decide how much they’ll give. It’s a small thing, but it helps prevent decision fatigue that can prevent someone from making a gift.

This is a screenshot of a donation form built using Neon CRM. It includes suggested donation amounts that run from $25 to $200, plus the option for a donor to enter their own gift amount.
This is a screenshot of a donation form built using Neon CRM. It includes suggested donation amounts that run from $25 to $200, plus the option for a donor to enter their own gift amount.

You Can Raise More by Including Suggested Amounts

Not everyone who lands on your donation page knows exactly how much they’ll give. Including suggested donation amounts can help them decide—and it may inspire them to give a little more than they would have otherwise.

Say someone lands on your donation page with the intent of giving around $20. Your suggested donation amounts start at $25. Even when you have the option to donate an “Other” amount, that donor may elect to just click that “$25” option.

Will this happen every time? No. You cannot depend on someone reliably choosing to give slightly more than they originally intended merely because you included suggested donation amounts. You should always include the ability for someone to choose their own amount.

But suggested donation amounts are a useful way to help donors make decisions. And some people may decide to give a little more than they originally intended because it’s easy to choose the closest suggested amount.

Suggested Donation Amounts + Impact Statements = Compelling Asks

People donate to their favorite causes because they want to make a difference. That’s why appeals that emphasize how a donor’s gift will make a tangible impact are so effective.

You can use your suggested donation amounts to achieve something similar. If your online fundraising platform supports it, try including an impact statement for each suggested amount. 

You’ll need to be careful with how you do this. Your language shouldn’t set the expectation that their donation will ONLY be used to, say, buy a student lunch or pay for a shelter cat to be spayed. But you can use this tactic to help donors understand their potential impact—and that will make your donation form much more compelling.

This is a screenshot of the Neon CRM form builder tool. Specifically, it’s the part of the form builder where people choose whether or not to use descriptions for their suggested donation amounts.
If you can, add descriptions or impact statements to your suggested donation amounts that help donors understand their potential impact.

Give Your Donors a Better Experience with Suggested Donation Amounts

There’s a reason so many nonprofit donation forms include a range of suggested donation amounts. Including them makes the decision-making process easier, may inspire larger gifts, and can help donors understand their impact.

If you’re a Neon CRM user, you can add suggested donation amounts and descriptions in your form builder. You can even build unlimited donation forms—get creative! Try spinning up different versions of your form (with unique suggestions and descriptions!) for different campaigns or even different donor segments.

If you’re not a Neon CRM user but are interested in how our donation forms work, you might like this self-guided tour of the donation form builder. It’s a great way to get a feel for how you can create forms that give your supporters a great donation experience. Here’s where you can take the tour!

Take the Tour

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