In M+R's 2026 benchmark, mobile devices produced 52% of nonprofit website visits but 43% of transactions and 28% of revenue. Donation-page completion was lower on mobile than desktop, and particularly low for smaller organisations. The gap is a diagnostic signal, not proof of one universal cause.
Run the five-minute donor test
Ask three people unfamiliar with the site to donate on their own phones. Start from an email, search result and social post. Record page speed, taps, required fields, error recovery and payment completion. Test with a screen reader and keyboard where relevant. Do not coach participants; the hesitation is part of the evidence.
Reduce effort before redesigning
Remove fields that are not essential to payment, receipt or legal obligations. Make suggested amounts and recurring choices understandable rather than manipulative. Support the wallets and local payment methods your donors actually use. Keep the case for support visible without forcing donors through long copy.
Measure the whole path
Track landing-page arrival, form start, validation error, payment attempt and confirmation by device. Pair analytics with payment logs so failed transactions are not counted as donor rejection. Protect privacy by collecting only events needed for improvement and setting retention limits.
Change one bottleneck at a time
Choose the largest verified drop-off, make one material change and compare a sufficient period with the prior journey. Watch net income, average gift, recurring selection, refund and support requests—not completion alone. More traffic to a broken path only purchases more abandonment.
