What is the true impact of branding on online donations and fundraising?

We teamed up with a leading UK charity to run an experiment. We compared the charity’s branded fundraising page powered by Enthuse to its JustGiving counterpart – and this is what we found.

Leading charity fundraising page created using Enthuse

Leading charity fundraising page created using JustGiving

How did the audience respond to each fundraising page?

This heat map illustrates how participants viewed the page. Each figure represents the percentage of people who looked at a specific brand element (e.g. a logo, banner, etc.)

Charity branding was viewed for

2x

longer on Enthuse compared to JustGiving

When asked, nearly

1in5

people recalled JustGiving instead of the charity’s name

On average

76%

of charity branding was noticed by Enthuse users…

…compared to just

55%

of charity branding which was noticed by JustGiving users

Where did we get all this data from?

Good question! In July 2021 we commissioned a study to better understand how donors interact with our branded donations pages. The 416 participants – who matched the UK online population in terms of gender, age and location – were presented with an Enthuse or JustGiving donation page for the same charity. Afterwards, they were asked a number of questions about their experience.

Customising your page with your charity’s branding is easy. Try it now.  

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Customising your page with your charity’s branding is easy. Try it now.  

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A branded donation page like this can be set up on your website within 48 hours.

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