When it comes to digital fundraising, every step matters.
One of our hapi clients – who has already seen a 35% increase in annual online donations since moving to the platform - recently came to us with a smart request. They wanted to apply the same approach used for email consent, where donors must actively choose either "yes" or "no", to their Gift Aid declarations.
Their thinking was backed by results. They'd seen email consent rates rise when supporters were required to actively choose between opting in or out, rather than being presented with a passive option. And with their Gift Aid opt-in rate sitting at 70%, they wanted to see if the same approach could push that figure higher.
We agreed it was a savvy idea. So we made it happen.
In less than two weeks, we updated hapi and hapilite to give charities the choice between two Gift Aid configurations:
- Standard opt-in only (where the supporter can choose to opt in, or skip the section entirely)
- Required opt-in/opt-out (where the supporter must make an active choice before continuing)
This small but powerful update means charities can now tailor their Gift Aid experience to match their wider data and consent strategies, and test which version works best for their audiences.
The charity that requested the feature is already using the new version and is looking forward to seeing the impact. If their Gift Aid opt-in rate increases slightly from their 70% benchmark, it could mean thousands of pounds in extra income, without increasing donor numbers.
It's a great example of how a slight change in UX can significantly affect income. And it's precisely the collaborative innovation we're proud to support through the hapi community.
We're committed to ensuring hapi and hapilite stay current with modern technology, best practices, and most importantly, the real-world needs of the charities who use them and the sector's evolving needs.
If you've got an idea for how we can make hapi even better for you and your supporters, we're always listening.
Let's keep building smarter, more supportive donor experiences together.
Looking for a better fundraising experience? Book a free demo of hapi and hapiLite here.
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