• CRO

Nonprofit Unlocks 60% More Donations From Donor Journey Analysis Insights

As an environmental nonprofit navigating steady declines in digital revenue, this organization needed clarity on where and how to reverse the trend. They partnered with Cro Metrics to conduct a Donor Journey Analysis, uncovering overlooked friction points and identifying strategic opportunities to improve donor engagement, increase conversions, and unlock long-term growth.

+60%

revenue from homepage CTAs

+29%

dollars raised per visitor

+30%

repeat donations

We have increased our testing program’s velocity and overall ROI. This comes from improved process and education on how to identify and structure good hypothesis routed in clear customer pain points / problems. We have worked together quite well over the years, which led to more impact and more test learnings.

– Senior Director of Digital Product, Bombas

The Challenge

Despite a well-established digital presence, the nonprofit faced slow but steady declines in key fundraising metrics:

  • Revenue and donor lifetime value (LTV) had trended downward year over year
  • No single channel or tactic was responsible – declines were spread across the entire donor journey
  • The organization needed a clearer picture of where and how to intervene to reverse the trend

The Solution

Through our comprehensive Donor Journey Analysis (DJA), we pinpointed the small, compounding friction points that were driving a steady decline in donor performance. While no single channel was solely responsible, we uncovered gaps in messaging consistency, rising acquisition costs, underperforming email campaigns, and a lack of personalization for returning donors.

Using these insights, we delivered clear, actionable solutions:

  • Aligning messaging across key touchpoints to eliminate confusion
  • Re-engaging lapsed and first-time donors through mission-driven storytelling
  • Implementing segmentation strategies to personalize the experience across channels.

These targeted interventions enabled the nonprofit to move from incremental decline to sustainable, scalable growth.

Results

The strategic changes uncovered through our Donor Journey Analysis led to measurable, revenue-driving results.

  • By aligning calls to action across the homepage, we clarified the primary ask and increased donation revenue from homepage CTAs by 60%.
  • On key landing pages, reinforcing the message in both the subheading and the ask led to a 7% lift in donation conversion rate and a 29% increase in dollars raised per visitor.
  • Introducing a four-part welcome email series that shared the nonprofit’s mission and values helped turn first-time donors into engaged supporters – lifting repeat donation rates by 30%.

Together, these targeted optimizations created a scalable blueprint for long-term donor growth.

Learn how Cro Metrics can uncover growth opportunities for your organization with a throughout Customer or Donor Journey Analysis.

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