Network For Good has announced that this Wednesday, October 24th, is its inaugural ‘Be Your Donor Day‘ – when they’re hoping to inspire nonprofits to set aside time to put themselves in their donors’ shoes and test the experience being provided for them. Whether it’s calling your main office phone line to see what they make of new donor questions, or enduring the trial by tick box that far too many online donation experiences turn into, it’s an opportunity to highlight any problems in time to get them sorted before the peak time for donations over Christmas.
Given how much effort and budget is invested in getting people to visit donation pages, I’m amazed by how many organisations still focus minimal effort on ensuring their donation process is as simple as possible for the potential donors who reach them. This explains why 47% of potential online donors in the UK apparently give-up before making a donation because the website journey is not intuitive or engaging.
In the light of this, ‘Be Your Donor Day’ is a great way of bringing the real donor experience to the fore and identifying both quick fixes and areas that might require further thought and investment across all of your donor touchpoints.
Go on. Give yourself some time to see how it feels from your potential donors’ point of view. It needn’t take-up much of your day, and if you can rope-in some colleagues then you can share the testing around. I have no doubt at all that you’ll discover something that you can fix to help improve your donors’ experience – and your fundraising results.
Don’t forget to test your website on different browsers (not everyone runs the old version of Internet Explorer that your IT department forces you to) and different devices (get those smartphones and tablets out) – and also test-out the donation journeys for any SMS shortcodes you might have live.
Rest assured – whatever issues you discover, it won’t be as bad as the customer experience in the great Google video above! (Or will it?)