Long single-page donation forms ask for everything at once. We split the same questions into three short steps, starting with the gift.
Nonprofit2026A nonprofit donation formMiller’s law
Concept for
A nonprofit donation form
Sector
Nonprofit
Principle
Miller’s law
Year
2026
The problem
Donation forms often put the amount, frequency, personal details, address, employer matching and contact preferences on one long page: around 14 fields. Faced with the whole list at once, people hesitate at the exact moment they have decided to give.
The behavior behind it
Miller’s law. Memory holds only a few items at once.
What gets in the way
Fourteen fields in view is far more than people can hold in mind, so the form feels like hard work
The gift itself, the reason people came, sits halfway down the page
Optional questions look exactly like required ones
Before The common patternAfter Our concept
Our concept
Three short steps of three to four fields each. First the gift: suggested amounts and a monthly or one-time switch. Then contact details, with address autocomplete. Then employer matching and preferences. A step indicator shows how little is left, and each step is checked before moving on.
What we would expect
More people who start a donation finish it
Fewer errors, because problems are caught one step at a time
Donors reach the confirmation feeling it was easy, not a chore
Concept project. Our own design thinking, built from common patterns: not client work, and not based on any single organization.
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