Donations Match Online Experience
25 May 2009 at 4:02 pm
Visitors to Not for Profit websites are more likely to donate money, volunteer time, and recommend the organisation to others if they are satisfied with their online experience, according to a new study from ForeSee Results.
The inaugural study used the University of Michigan’s American Customer Satisfaction Index (ACSI) to gauge satisfaction of over 2,000 respondents who visited Not for Profit websites.
In aggregate, NFP websites score 73 on the study’s 100-point scale, below many other online industries, including Online Banking (83), E-Retail (74), E-Government (74) and Automotive Websites (78).
Larry Freed, president and CEO of ForeSee Results says in the biggest financial crisis of our time most US Not for Profits are struggling to remain afloat.
Freed says this study shows beyond a shadow of a doubt that Not for Profit websites have long been underestimated and misunderstood and actually have tremendous power and influence over donor and volunteer behavior.
The study found that 49% of visitors to NFP websites are highly satisfied and are more likely to donate money to the Not for Profit and 38% are more likely to volunteer when compared to dissatisfied online visitors.
Satisfied web visitors are also 66% more likely to use the website instead of a costlier channel as the primary resource.
Freed says that by channeling visitors to the website for information and donations, Not for Profits can reduce costs, build loyalty, and drive donations.
He says good websites offer a unique opportunity to cut costs by reducing the use of more expensive channels like direct mail and call centers, all while making people more likely to donate and volunteer.
The study shows that functionality is a top priority for Not for Profit website improvement followed by image and content. Nearly one-third of donors chose not to give online because the website functionality was poor. Survey respondents also reported concerns about resource allocation, security and error messages.
While the recession has led to a decline in donations overall, the study shows that 83% of those who donated online in 2008 donated as much or more than 2007. In addition, people who choose to donate online tend to donate more than those who use other channels, indicating that Not for Profits would be well-served to strongly encourage and facilitate online donations.
For more information go to www.foreseeresults.com