# Beate Sorum explains how to get people from intention to donation

- Link: https://fundraising.co.uk/2015/10/27/beate-sorum-explains-how-to-get-people-from-intention-to-donation/
- Published: 2015-10-27T20:20:45+00:00
- Author: Howard Lake

**A very popular session at last week’s International Fundraising Congress was one
run by Beate Sorum explaining what charities can do to improve the chance of someone
persevering to the end of the online donation process.**

And it does often require perseverance on the part of the donor. Sorum explains:

> “We are leaving so much money on the table by not making it easy enough to give.
> We leave the hard work to the donor – rather than making the investments and doing
> it ourselves”.
> 
> ## Advertisement
> 

Her session covered a series of practical solutions, looking at how to design an
effective donation form, and how to fix common website problems. She also included
advice on applying behavioural economics “ethically and in a good way” to website
design in a way that influences the way donors behave.

Her first slide sums up the challenge:

> “I have decided to give, and I will do so even if the form is incomprehensible
> and it takes me all afternoon”… said no donor ever.

As usual, [Beate Sorum](http://beatesorum.wordpress.com) has shared her slides from
the session via Slideshare:

** How to get people from intention to donation ** from **Beate Sørum**