Webtrends Optimize launches charity grant for CRO platform

Webtrends Optimize has launched a charity grant scheme that will give one charity a 12-month licence to its conversion rate optimisation platform.

The programme is open to registered charities in the UK and overseas, including organisations that already use its services.

Called Conversion For Good, the initiative is the first grant of its kind from the business. It covers a one-year licence for the software platform, but does not include support hours beyond the initial onboarding and implementation stage.

Webtrends Optimize sells website optimisation tools designed to help organisations improve online sales, donations and other conversions. Its clients include commercial brands such as Odeon, Halfords and National Rail, as well as charities including RSPB, Alzheimer’s Research UK, Trussell, Mind, WaterAid and Dogs Trust.

Applicants will go through an internal judging process. Only one application per charity will be accepted, and the scheme excludes sole traders, profit-making entities, political campaign groups and organisations that promote specific religions.

Charity focus

The launch comes as many charities face pressure on fundraising and supporter recruitment, with digital channels playing a larger role in attracting donations and communicating with the public. A charity website’s design, messaging and user journey can directly affect whether visitors choose to donate, sign up or engage further.

Webtrends Optimize has operated since 2000 and describes itself as a global British business. It is B Corp certified and gives 2% of annual revenue to charitable causes. It also offers a 25% discount to charities and non-profits, and supports fundraising through staff volunteering and gifts in kind.

Its software includes A/B testing, personalisation, social proof, product recommendations and on-site surveys. These tools are commonly used by online retailers and non-profits to test changes to web pages and measure whether those changes affect user behaviour.

Conversion rate optimisation tools are often bought by businesses seeking to increase transactions or reduce customer drop-off during online journeys. For charities, the same techniques can be adapted to improve donation completion rates, campaign sign-ups and volunteer recruitment.

“We know how tough it is right now to run a charity and how important it is to have an effective website that converts people into becoming supporters. As a B Corp business, we’ve always been passionate about helping others and doing as much as we can to give back to those who need it most, so we wanted to lend a hand and provide our CRO platform for free for a year to a charity,” said Matt Smith, chief executive officer of Webtrends Optimize.

Digital pressure

The announcement also reflects a wider trend in the charity sector, where organisations are seeking to improve digital fundraising without incurring major new technology costs. Many non-profits have expanded online campaigns in recent years, but budgets for specialist software and optimisation work remain tight.

For software providers, grant schemes and discounted access can widen use of commercial tools in the non-profit market. They can also create case studies if recipient organisations deliver stronger fundraising results after adopting the software.

Webtrends Optimize offers its platform on an all-inclusive licence model that scales according to website traffic. It works with customers and partners worldwide and recorded a 41% increase in new accounts last year, alongside 44 product updates and the launch of a new user interface.

The successful charity will receive the licence for 12 months. As a condition of the award, the recipient must agree to the partnership being announced using the charity’s name and logo.