By Richard Lee
In marketing, we are often told to remove friction at all costs. Make the journey faster. Shorter. Simpler. More seamless. And in many cases, that is the smart move.
But in the charity sector, where trust, emotion, and long-term commitment matter, the idea that every bit of friction is bad can be misleading.
So what exactly do I mean by friction?
Friction in a funnel is any point of effort, pause, or resistance that slows someone down. Bad friction is easy to spot: clunky donation forms, slow-loading pages, unclear calls to action, too many mandatory fields, or a poor mobile experience.
These things frustrate supporters and can stop a donation in its tracks. Click. Goodbye.
But good friction is different. Good friction is intentional. It gives people a reason to pause, think, and commit with purpose.
And that matters because not every charity conversion should be treated like an impulse purchase.
A regular giving sign-up, a lottery subscription, a legacy enquiry, or a corporate partnership is a bigger decision than dropping a pound coin into an appeal tin. These are considered actions and considered actions benefit from deliberation.
In the charity sector, strategic friction can actually improve the quality of response.
Asking a potential corporate partner to complete a short application form can signal professionalism and help qualify serious interest. Guiding a legacy prospect through helpful content before they enquire can build confidence and reduce uncertainty. Encouraging a major donor to explore case studies, impact reports, or a campaign video before speaking to someone can make the eventual conversation far more productive.
This is where deliberation becomes powerful. Supporters want to know their money will be used well. They want reassurance, transparency, and proof of impact.
When a funnel includes the right content at the right time – testimonials, stories, FAQs, impact stats, or simple calculators showing what a gift could achieve – it helps people make informed decisions rather than rushed ones.
There is also a psychological benefit. When people invest effort, they often value the outcome more. A supporter who takes time to answer a few questions, read about impact, or choose how they want to give may feel more connected and more committed.
The lesson for charities is simple: friction is a dial, not a switch.
Use it carefully in the moments where thought, trust, and qualification matter. Remove it ruthlessly where it creates frustration, especially at the point of donation or sign-up.
The best charity funnels do not just make giving easy. They make giving meaningful.
As ever, it’s all about test, trial and following the data. Be brave, be different.