Conversion can be described as the completing of any kind of support to War Child, online at the website. The primary goal on the website is supporting War Child. This is an example of a macro-conversion. Macro-conversions are the bigger conversions such as supporting War Child at the website or agreeing to a service. The smaller conversions before completing a macro-conversion are called micro-conversions. Micro-conversions are for example: subscribing for emails and creating an account. (Center, 2018) To increase the conversion rate, the conversion rate optimization is invented. This means increasing the completeness of any kind of support on the website. The process involves at first the understanding of the actions a person takes at the website and what is stopping them from giving support to War Child. If there is a full understanding and it is clear what stops persons from supporting, there will be enormous benefits. Examples of benefits are: supporters will build trust, better customer retention, more transactions which means more revenue, understanding needs and wants of the customer and a better brand perception. So, plenty of reasons to invest more time and money in conversion rate optimization. (Patel, 2018) 1.2.3 Loyalty Friends grow into loyal Friends of War Child by stages. It can be accomplished over time with great attention to every stage. It is very important to recognize every stage from a potential Friend to become a loyal Friend. It is very important to meet the needs of Friends. By doing this, the organization is more likely to convert a supporter to be a loyal Friend. Griffin (2010, p. 8) mentions seven stages. Stage one: Suspect, this is the stage where the organization suspects that the potential Friend is going to donate. Stage two: Prospect, this stage identifies the feeling and the ability of a potential Friend to give a donation. They know what War Child is about and how they work but they still did not donate. Stage three: Disqualified prospect, in this stage, the organization gets to recognize prospects who do not have the feeling and ability to give to charity. Stage four: First-time customer, this stage is the stage where a potential Friend is donating but the Friend is also supporting other organizations. Stage five: Repeat customer, this stage identifies the repeating customer. It means that a potential Friend is donating twice or more occasions. Stage six: Client, this is the stage where the potential Friend becomes a Friend. This is of course the ultim>