Many people visit your website through a journey that would be classified as “high intent” – they have indicated that they are keen to donate, but, for some reason, you don’t see a 100% conversion rate. Somewhere along the way, some of those people who have said they wanted to donate didn’t. This session will explore three key areas that prevent people from donating: story, functionality, and trust. Principles of checkout design and how charities can approach the problem with different audiences will also be examined.