Optimizing Your Website for DAF Donations

Two things are true:

1. Charitable giving is increasingly digital.
2. Donor-advised funds (DAFs) are reshaping how donors support their favorite causes.

For nonprofits, adapting to the rise of DAF donations is not simply another item on a checklist. It is a real opportunity to grow revenue across all segments — not just from major donors. Nonprofits that are successful at securing DAF donations are using all of their resources — including their website — to encourage this philanthropic option.

Your website is where most DAF donors begin their journey, so the process you lay out there must be welcoming, clear, and easy to use. If the process to give through a DAF feels confusing or tedious, many supporters will give up or settle for a smaller gift using a credit card.

Put DAFs Front and Center

Start by making DAF giving as visible as other options. When donors have a DAF account and are ready to act, they should not have to hunt for instructions or eligibility details. Place links or callouts for DAF giving near the top of your primary donation page and in your “Ways to Give” section. The most successful websites treat DAF donations as a major stream, not a side note, which also increases DAF awareness for those who are less familiar with this option.

It’s possible that the simple step of moving DAF instructions higher on your “Ways to Give” page could lead to more engagement. Analyzing a heat map of the “Ways to Give” scrolls and clicks can help you make an informed change. Count how many clicks it takes for a donor to reach the right information. If it’s more than two, you might be losing motivated supporters.

Offer Clear Steps for Donors

DAF donors often need to know your legal name and EIN (employer identification number) to initiate a grant. Many also want reassurance that you know how to process these kinds of gifts promptly and competently. Give step-by-step instructions on your site. List your organization’s full legal name, its EIN, and the preferred contact person on your finance team. Suggest that donors notify your organization when the gift is underway so that you can track it and thank them quickly.

Providing a “How to Give Through a DAF” guide helps, especially for supporters who are new to this option. Short, friendly explanations matter, even if donors are experienced.

Embrace Payment Technology

The process for giving through a DAF used to involve leaving your site, logging in to a provider, and filling out separate forms. This friction led some donors to abandon the gift or give less. To reduce this complexity, many nonprofits are turning to tools such as DAFpay, which make giving through a DAF as simple as using PayPal or a credit card. These payment tools integrate with existing donation forms and allow donors to start and finish their gift without leaving your site.

Even if you do not offer integrated payments yet, you can add a field for donors to indicate that “I am giving through my DAF” when submitting a pledge or completing a form. This lets your team respond more effectively.

Use Inviting and Consistent Language

Words and tone matter. Throughout your website, make it clear that you welcome DAF gifts and appreciate donors who choose that method. Avoid treating DAF donors as rare exceptions. Headings such as “Support Us Through Your Donor-Advised Fund” signal that these donors are understood and valued and that a smooth giving process is in place.

Test From the Donor’s Perspective

Regularly review your website from the point of view of a DAF donor. Try to move through the process yourself, or ask your staff or board members to do so. If you notice confusing instructions, slow response times, or lack of confirmation, update those areas. Today, DAFs have a very low threshold to get started (you can create yours through Fidelity Charitable with a minimum of $50 granted), so it’s easy to test a donor’s experience for yourself.

Follow Up and Steward DAF Donors

The donor journey does not end when someone initiates a grant. Many DAF donors mention that they are rarely thanked for these gifts. Even simple outreach — a personalized thank-you or a prompt acknowledgment — goes a long way. A positive stewardship experience makes donors more inclined to give again and to increase their support over time.

Donor-advised funds are becoming a fixture of charitable giving. Optimizing your website to make DAF giving inviting and easy is an investment in lasting relationships and effective fundraising. Small improvements can lead to remarkable results.

At TrueSense, we help organizations move from potential to progress. Prioritizing DAF optimization on your website will give your nonprofit the best chance of securing highly valuable DAF donations.