Every click, every obstacle, every confusing moment on a website is an opportunity lost. Not just in terms of donations or event sign-ups - but in trust, momentum, and supporter goodwill.
In the charity sector, where budgets are tight and supporter attention spans even tighter, digital friction can be a silent killer of engagement.
So, what is digital friction, and why should charities care?
What Is Digital Friction?
Digital friction is any obstacle, big or small, that disrupts a smooth online experience. Think:
- Confusing navigation
- Donation forms that don’t fit on mobile
- No clear way to remove ‘tips’
- Missing confirmation messages
- Checkout journeys with too many
They’re the small frustrations that make users hesitate, click away, or give up entirely.
Why Digital Friction Matters to Charities
For charities, friction isn’t just a brand inconvenience - it directly affects income and supporter retention.
More friction = fewer donations.
People don’t abandon the cause. They abandon clunky processes.
Friction costs conversions.
If 1 in 5 users starts a donation or event registration but doesn’t complete it, that’s a problem with the journey, not the user.
Friction breaks trust.
A messy or outdated site can make supporters question whether their money is going to be used wisely - even if your charity is doing brilliant work.
Where Are Charities Still Getting It Wrong?
Based on our review of hundreds of NFP websites, common issues include:
- Donation forms buried three pages deep or not easily accessible.
- Confusing Gift Aid prompts or no ways to claim processing fee coverage.
- No call-to-action on the homepage for active appeals.
- External redirects with lack of branding that confuse or disrupt user flow.
- No option to set up a fundraising page during event sign-up - missing a huge P2P opportunity.
- Lack of modern day payment options such as mobile wallets.
- Too many clicks before getting to the actual action.
In 2025, we can do better.
How to Reduce Friction Today
Here are five quick wins:
- Test your own forms. How many clicks does it take to donate on your own site?
- Utilise tools such as postcode lookup and Google/Apple Pay. Reduce typing = fewer drop-offs.
- Make sure everything works on mobile. Over 60% of donors are on their phones.
- Add an optional donation ask at every event sign-up or checkout point.
- Use tools like hapi that streamline journeys and sync data automatically.
The Bottom Line
Digital friction is often invisible to internal teams, but it’s painfully visible to your supporters. In a crowded sector where every interaction matters, your digital experience is your brand.
So let’s keep asking:
Is this easy? Is this smooth? Would I complete this journey myself?
If the answer isn’t a confident yes - it’s time to clear the path.
Let’s talk about digital friction. Then let’s remove it.
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