Executive Summary
Surfers Against Sewage partnered with goDonate to address challenges in their online donation journey that were impacting conversion rates. goDonate delivered a clearer, more intuitive, and donor-centred journey. The result was a measurable uplift in performance and renewed confidence in their digital fundraising.
Client Overview
Surfers Against Sewage is a leading UK environmental charity dedicated to protecting the ocean, waves, beaches, and wildlife for future generations. Originally founded by surfers, it has grown into a powerful movement that mobilises communities, campaigners, and supporters to tackle sewage pollution – turning local mobilisation into national change.
Requirements / Objectives
Surfers Against Sewage identified that their existing online donation journey was underperforming and creating friction for supporters. Despite strong brand recognition and an engaged audience, conversion rates were lower than expected.
Key objectives included:
- Improving the usability and clarity of the donation journey
- Reducing friction and drop-off during the donation process
- Creating a more donor-centred experience aligned with supporter expectations
- Maximising conversion without replacing their existing CRM infrastructure
Solution
To improve conversion and create a smoother donation journey, Surfers Against Sewage have implemented the goDonate Essential platform due to it being purpose-built to deliver a simple, engaging donation experience that performs.
Crucially, goDonate Essential also integrated seamlessly with the charity’s Microsoft Dynamics CRM, this ensures the donation data flows reliably into existing systems without adding administrative burden. This meant Surfers Against Sewage could enhance the supporter experience without compromising internal processes.
goDonate quickly identified why our form was underperforming and offered clear, donor-centred solutions. We’re delighted how goDonate has delivered the uplift we need.”
Amber Hale, Senior Supporter Care & Admin Officer
Results
Following the implementation of goDonate’s optimised donation journey, Surfers Against Sewage have seen a clear uplift in performance, with improved donor engagement and stronger conversion outcomes.
Key outcomes included:
- A smoother, more intuitive donation experience for supporters
- Increased confidence in digital fundraising performance
- Improved conversion from engaged visitors to donors
Comparing year-on-year performance for the first six months following the implementation of goDonate, Surfers Against Sewage achieved significant improvements across donation volume, conversion, and income:
- Total number of donations more than doubled, with a 101% increase
- Conversion rate increased by 143%, demonstrating a far more effective donation journey
- Income from single donations rose by 60%
- Number of single donations increased by 287%, nearly four times higher year-on-year
- Monthly donations also saw a positive uplift of 16%
Conclusion
By partnering with goDonate, Surfers Against Sewage have transformed an underperforming donation journey into a donor-centred experience that better supports their mission to protect the ocean and environment.
The platform’s donor-centred design has helped make giving faster, clearer, and more intuitive across devices for Surfers Against Sewage’s supporters. And the results highlight the impact of implementing a donation platform designed specifically to convert.