The Donation Station ‘Conversation Starter’ feature

Midi Donation Station

What is this feature and how does it work?

The Donation Station is purpose-built for the fundraising landscape and seeks to optimise donations through both it’s physical branding and digital design to enhance contactless donations.

When it comes to the digital user journey, one of our features – the Conversation Starter – works as an opportunity to follow up with donors after they’ve made their donation.

Available as standard, it allows you to add one or two questions, after payment has been taken, at the end of the donor journey

Example Conversation Starter Questions

We often say the simple direct question can be most effective:

  • ‘Would you like to keep in touch?’
  • ‘Can we tell you more about our work?’
  • ‘Do you want to learn how your donation will be spent?’
  • ‘Would you like to be notified of any future events?’
  • ‘Can we add you to our mailing list?’

Data Input Requirements

Donors will be choosing to opt-in for further communication from your organisation by clicking YES to the question, and then provide their email address on a following screen.

Then it’s up to you! We see loads of benefit in being able to follow up with visitors, provide supporters with campaign updates, donation impact messages and start a new conversation around regular giving.

We’ve built the Donation Station to help develop meaningful relationships with your donors. Ask us for a Demo to see it in action!

Find out more

Read more about Donation Station.

Getting value from donor data with the Donation Station

There’s a growing demand for data, because charities needing to increase their efforts in securing donors, due to a number of factors:

  • New demographics i.e. younger generations 
  • A decline in regular giving  
  • Higher attrition rates 
  • A busy information space where campaigns can be easily lost 
  • A challenging financial landscape  

We wrote about the power of email as a communication tool, alongside other donor recruitment insights previously.

“It’s great to know that email continues to be a strong method of communication with donors, especially when it comes to nurturing supporters and participation, however what happens when it comes to physical interactions?”

– Wood for Trees

Gaining donor information through features such as the ‘Conversation Starter’ helps you to build a database of contacts which can then be used for future communications.

Why is it important to build meaningful supporter relationships?

The majority of charities agree that technology helps to improve supporter relationships, however only 35% said they get the most out of their technology according to research from Blackbaud.

Building a marketing strategy based around donor data helps your organisation target the right groups of people with relevant information.

“For example, a first time, one-off donor may be interested in knowing how their contribution has impacted the cause or whether they have helped the charity to reach their fundraising goal.  Building a relationship around this touchpoint could deliver legacy value.”

– Blackbaud

Updates like these can help to provide insights into the charity’s work as well as showing a level of transparency. These qualities are vital in today’s environment, with younger generations taking the time to choose an organisation/cause that share their values and one they identify with.

Using emails to personalise your messaging and highlight your work can really resonate with younger demographics who value a hands-on approach to giving. 

Most charities and organisations have an online presence, meaning potential donors are often overwhelmed with causes needing their support.

This makes for an overly saturated market and therefore means your campaigns can get easily lost within the continual scroll of our social media channels or inboxes.

Reaching out to previous visitors is one way to refresh their memory and solidify your cause in their mind. This in-turn increases the likelihood of regular givers, as well as future legacies. 

How is data stored by the Donation Station?

Your organisation will gain access to the data captured via our secure customer portal, via downloadable reports.

This is where all Donation Station data is stored with different levels of access available – you can limit access to specific user accounts, if you wish, to comply with your GDPR policies.

Because the Conversation Starter questions are clearly opt-in, when someone answers NO, the device will not ask for an Email address, or add any marketing contact data to your report for that particular transaction.

The device processes payments securely – more about this here.

Learn more about contactless fundraising.

Donation Station Keep In Touch Question Screen

We’re already a Donation Station user, can we get this switched on?

Yes absolutely! We’d be happy to sort this out – contact to raise a request ticket.

Who are GWD?

We help socially-minded organisations transition to digital systems, building stronger relationships through impactful products and services.

Our experience goes back two decades, with a foundation building and providing critical digital services and products for the financial services and retail industries.

With a long-proven ability to handle challenging projects and a team of trusted experts, we work hard to solve problems and deliver change that helps others.

Attract Loop

Part of the Donation Station’s key visual design features, the Attract Loop are screensavers purposefully designed to run on a loop. Created by GWD with your input, they use visuals or photography, plus an emotive call to action, to catch the donors interest and lead them towards donation through interactive storytelling.


The entire Donation Station is open to branding, from external display to on-screen logos, photography and your brand look and feel.

Our design support service can adapt visuals and graphics to suit your brand.

Wifi or 4G/5G Data SIM

Where you need it, the Donation Station can be supplied with Data or Wifi connectivity.

If using the device in a remote location or at an event, it’s worth considering the signal strength available – GWD can support you to ensure there’s a smooth running operation on the day.

Safe & Secure

All data is transmitted with full encryption, so you can be sure that all individual donor data is safely used, in accordance with GDPR regulations.

Choice of Donations

Giving choice on where the donor wants their money to be spent empowers them further. The Donation Station asks this question and gives charities freedom to present their causes and activities as separate campaigns.

Gift Aid Up Sell

An integrated Gift Aid function on all Donation Stations helps boost fundraising a further 25%. This tax relief can be claimed from HRMC from any donor that supplies their contact details and makes a declaration, as a UK tax payer. The Donation Station is designed to encourage and secure this additional fundraising income easily, through simple reports that can be downloaded and submitted to HMRC as part of a Gift Aid claim.