Donating is becoming more digital, more mobile, and faster.
The Digital Fundraising Study 2026 by RaiseNow shows that the majority of digital donations are now made via mobile devices. At the same time, donors are using an ever-wider variety of payment methods — and fast, straightforward payment processes are becoming increasingly important. But the simpler and faster the transaction becomes, the more important another question becomes: How does a brief digital donation moment turn into a long-term relationship? And what role do technology, communication, and personal connection play in this?
Fundraising expert Sabine Wagner discusses this with Inga Hilbig, Head of Marketing at RaiseNow. Together, they explore why modern fundraising needs both High Tech and High Touch — and what concrete lessons organisations can take away from this.
Here’s what you can expect from the interview:
Sabine: For me, High Tech makes donating easy — on the go, quickly, and with the payment method of your choice. High Touch turns that into a relationship. The two go hand in hand: People should be able to help easily exactly when a cause moves or convinces them.
The smartphone has long been a central platform for donations, especially for small amounts. But communication shouldn’t end with the transaction. This is where High Touch comes in: for example, with a thoughtful welcome journey after the first donation or a tailored donor journey that builds on the supported campaign when a follow-up donation is made. This turns a quick donation into the start of a long-term relationship.
Inga: What we sometimes forget in fundraising: Digital expectations are rising. As a private individual, I’m used to fast, seamless processes when shopping and banking — and I expect the same when donating. Our Fundraising Study shows that donations are becoming more digital and mobile, payment methods are becoming more diverse, and individual donation amounts are getting smaller. I want to be able to donate in just a few seconds using my preferred method. “High Tech” makes that possible. “High Touch” then ensures that the initial donation turns into long-term support.
Sabine Wagner: This is also important because, across the fundraising landscape as a whole, fewer and fewer people are donating more on average. Simple digital processes help us attract new, younger donors with smaller contributions and build long-term relationships. This makes organisations less dependent on a few people giving very large amounts. I’ve been observing this dependency for years — and it’s not healthy.
Inga Hilbig: Our study also confirms this: While offline donation volumes tend to decline, digital donation volumes continue to grow. At the same time, the median amount of digital donations is decreasing. To ensure this growth, we must therefore reach more people and make it quick and easy for them to donate.
Sabine Wagner: In my experience, these reservations often stem less from the fundraisers themselves than from upper management. For instance, I’ve seen PayPal rejected in the eurozone. As a consultant, I explain that technology isn’t an end in itself — it’s meant to break down barriers and enable more people to donate.
If donors can easily find their preferred payment method, organisations can focus more on what comes next: a personal thank-you, information about the impact of their donation, and building relationships. That’s what it’s all about: as little complexity as possible when paying and as much relevance as possible in the relationship.
Inga Hilbig: I’m familiar with those reservations as well — for example, regarding setting up an additional Stripe account for credit cards, Apple Pay, and Google Pay. Yet our data for Germany shows that 44% choose PayPal, while 23% opt for credit cards. SEPA and bank transfers also remain relevant. Where Apple Pay is offered, it will already account for 5% by 2025.
As a donor, I want to use the payment method I’m familiar with from shopping. That’s why I agree with Sabine: It’s a matter of mindset. An additional account shouldn’t be seen merely as a burden, but as an opportunity to meet donors’ expectations. Organisations must also remain open to new payment methods in the long term — such as Wero, a European model we’re hopeful about.
Sabine Wagner: I often hear people say, “I wouldn’t use that.” But what matters isn’t our own preferences, but those of the donors. If we want to reach them, we have to offer their preferred payment methods.
Sabine Wagner: A donation is a powerful emotional moment — I like to call it a “chocolate moment”: that good feeling of having helped. Organisations should capitalise on this impulse. However, the 2026 Fundraising Study shows that only 8.6% of digital donations are recurring, whereas offline, the percentage is sometimes as high as 40 to 50%. Clear processes for building relationships digitally are often lacking.
After making a donation, supporters should learn promptly what their help is achieving. I focus on authentic storytelling, relevant updates, and a welcoming experience that makes them feel valued — not just well-designed donation forms. I know of successful examples where a sponsorship is offered only in the fourth email — accompanied by personal testimonials and stories that show why regular support is important. This helps maintain the feeling that “I’ve done the right thing and am part of a community.” This can lead to follow-up donations, sponsorships, or regular support. The second donation, in particular, is a crucial step toward building long-term loyalty. Marketing automation can help create the right touchpoints and engage people over the long term —even turning them into active ambassadors for the organisation.
Inga Hilbig: Every mobile donation is an invitation to a long-term relationship. It often happens spontaneously — through social media, an email campaign, or a poster. As a donor, I’m showing: “This cause inspires me; maybe I’d like to stay involved.” Organisations should take advantage of this invitation. In the U.S., the percentage of recurring donations is significantly higher than in the DACH region. We can learn from this by designing appropriate donor journeys, delivering relevant communication, and demonstrating visible impact.
Sabine Wagner: U.S. organisations already use the thank-you page to invite people to become regular supporters or to offer information about a sponsorship via email. This way, relationship-building continues immediately after the donation.
Sabine Wagner: The most important lever is a donation form that’s consistently optimised for mobile devices. I’d give organisations four questions to consider:
Can a donation be made on a smartphone in just a few steps — and what can be simplified?
Do we offer the payment methods our target audiences expect? It’s worth discussing this with the form provider, who has data on actual usage.
What happens in terms of communication after the initial donation? If nothing follows, a plan is needed—such as a thoughtful welcome journey.
Do we regularly test what works? A/B testing can start with subject lines and later include messaging, donation amounts, and touchpoints. The key is to learn from the results and continuously improve.
Inga Hilbig: I would also differentiate based on organisational size: For small NPOs, a mobile-optimised donation process with several relevant payment methods is sufficient to start with. For larger organisations, automation, A/B testing, and sophisticated journeys are also very important. Small organisations can deliberately start with a simpler approach.
Sabine Wagner: Even when it comes to communication, you don’t need a complete donor journey right away. The automated transaction email first confirms the donation and payment method. An additional, heartfelt “thank you” with a “Welcome to our organisation” can already make a big difference — and is feasible even for small organisations.
It’s not about using as much technology as possible. High Tech should make donating easier, and High Touch should help turn that first donation into a long-term relationship.
✓ Is donating on a smartphone really easy?
Test the entire donation process yourself on a smartphone. How many steps are required to complete a donation? Are the forms, text, and buttons easy to use on mobile devices? Anything that unnecessarily takes time or demands attention can lead to donors abandoning the process. For smaller organisations in particular, a donation process that’s consistently optimised for mobile is one of the most important first steps.
✓ Do you offer the payment methods your donors want to use?
Don’t base your decisions on your own payment habits — base them on those of your target audience. Work with your payment or fundraising provider to determine which payment methods are actually relevant. The easier it is for people to find their preferred method, the less friction there is on the path to making a donation.
✓ Do you know what happens immediately after a donation?
The transaction shouldn’t be the end of the communication. Review the process from the perspective of a new donor: What kind of confirmation do they receive? When do they get their first personal thank-you? And do supporters learn what their donation accomplishes? Even a simple, appreciative thank-you email can be an important first step.
✓ Do you give donors a reason to stick around?
A one-time donation can turn into a long-term relationship. Show the impact of their support, share authentic stories, and keep supporters informed with relevant updates. Larger organisations can use this to develop automated welcome and donor journeys and, for example, invite donors to make a follow-up donation or provide regular support.
✓ Are you using technology to make relationship-building easier?
Technology shouldn’t be an end in itself. When considering new tools and processes, ask yourself: Does this remove a barrier? Does it save our team time? Does it help us engage donors in a more relevant way? Automation, for example, can handle recurring processes, thereby freeing up more time for the actual relationship-building work.
✓ Do you test what actually works for your supporters?
Don’t rely solely on assumptions. Regularly test different elements of your communication and donation process. This can start with subject lines and later include different ways of addressing recipients, donation amounts, or touchpoints. The key is to learn from the results and continuously optimise.
✓ Does your next step fit the size of your organisation?
Not every non-profit needs complex automation and extensive A/B testing right away. For small organisations, getting started can be broken down into three key areas: mobile, payment methods, and communication. Once this foundation is in place, automated journeys, tests, and additional touchpoints can be added gradually.