Hypothesis
This experiment tested whether changing the final button from “Give” to “Donate” encouraged larger donations without making supporters less likely to complete their gift.
Duration
14 days
Timing
June 16–30, 2026
Audience
Nonprofits using eligible Standard Donation Forms with default, non-customized button copy.
Group split
Supporters were split evenly: half saw “Give,” and half saw “Donate.” Every other form element stayed the same.
What this means for you
You can confidently use "Give" or "Donate" on your online donation forms–don't sweat the difference between word choices!
Key results
Donors responded nearly the same to both words. Average gifts on the forms included in testing were $141.08 with “Give” and $140.43 with “Donate.” Conversion rate was minimally different, with “Donate” slightly over “Give.”
Segment insights
This result applies to eligible Standard Donation Forms using default button copy. It speaks specifically to “Give” and “Donate”–more tailored language may produce a different response.
Conclusion
“Give” and “Donate” perform the same for donors. Because “Donate” offers no meaningful advantage, “Give” remains the default copy.