Good 360
MEDIA, JOBS & RESOURCES FOR THE COMMON GOOD
NEWS  |  Finance

Charities Fail to Capitalise on Online Fundraising – Report


Wednesday, 25th January 2012 at 9:42 am
Staff Reporter
Charities need to work harder to improve their online donation rates, according to new research in the UK.


Wednesday, 25th January 2012
at 9:42 am
Staff Reporter


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Charities Fail to Capitalise on Online Fundraising – Report
Wednesday, 25th January 2012 at 9:42 am
Flickr image: AttributionShare Alike Some rights reserved by Ed Yourdon       

Charities need to work harder to improve their online donation rates, according to new research in the UK.

The research, by digital design solutions company, Nomensa, says that online donating is an area with huge potential to improve current performance.

In the UK, the report says online donations account for just 7% of total giving and currently 47% of donors give up before they have made a donation because the online journey is not intuitive and engaging.

The report says charities need to stop copying from each other and start learning about how donors actually behave in order to increase levels of giving.

Nomensa chief executive Simon Norris says: "It is essential to understand the donor’s motivations and emotional mindset so that each step along the online donation process can support, reassure and enhance their experience. If this doesn’t happen, nearly half of all potential donors will walk away."

The report says that providing donors with an experience that meets their expectations and makes them feel good about their donation will have many benefits including:

  • Increasing the number and value of online donations
  • Increasing the likelihood that a donor will “spread the word” and thus bring potential new donors to the charity
  • Making the donor more likely to support the charity again in the future, whether with a subsequent donation or through a different commitment such as volunteering or campaigning

Simon Norris believes that "Understanding the psychology of the donor at each stage of the process is the key to ensuring that your website supports them effectively at every stage of the process, rather than getting in their way.”

User research and usability testing can both help to ensure this, along with following best practice guidelines.

Click to download the full Creating the perfect donation experience whitepaper. 


Want Pro Bono Australia News straight to your inbox? Subscribe now – it's free!



FEATURED SUPPLIERS


NGO Recruitment is Australia’s not-for-profit sector recru...

NGO Recruitment

...


Yes we’re lawyers, but we do a lot more....

Moores

Brennan IT helps not-for-profit (NFP) organisations drive gr...

Brennan IT

More Suppliers

Get more stories like this

FREE SOCIAL
SECTOR NEWS

YOU MAY ALSO LIKE

Red Cross Moves to Wage-Based Fundraising Model

Lina Caneva

Thursday, 16th November 2017 at 8:30 am

New Authority to Oversee Fundraising Code

Wendy Williams

Thursday, 19th October 2017 at 8:28 am

Have You Been Commodified?

David Crosbie

Thursday, 12th October 2017 at 8:36 am

POPULAR

Red Cross Moves to Wage-Based Fundraising Model

Lina Caneva

Thursday, 16th November 2017 at 8:30 am

Disability Advocacy Group Fights to Restore State Funding

Luke Michael

Thursday, 9th November 2017 at 8:37 am

Concerns Raised Over New ACNC Board Appointments

Luke Michael

Monday, 20th November 2017 at 2:28 pm

New Same-Sex Marriage Bill Looks to Protect Faith-Based Charities

Luke Michael

Monday, 13th November 2017 at 5:25 pm

Write a Reply or Comment

Your email address will not be published. Required fields are marked *


Good 360
pba inverse logo
Subscribe Twitter Facebook

The social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!