As I’ve been highlighting throughout this series, the wealth of developments in digital commerce and communications emerging at the moment offer a host of potential new opportunities for fundraisers. However, as mentioned in Monday’s post about Email fundraising, in a year when many supporters are likely to be under increasing financial pressure and all fundraisers should be looking for opportunities to increase their effectiveness, I think some of the biggest opportunities will actually come from focusing on getting the fundraising basics right.
When it comes to online fundraising, there’s nothing more basic than your website donation pages. Which makes the introduction to the ‘Creating the perfect donation experience’ report released this week by User Experience Agency Nomensa rather shocking reading – highlighting as it does the stark fact that 47% of donors give-up before they have made the donation because the online journey is not intuitive and engaging.
That’s almost half of the people who make the effort to visit a charity website to donate giving-up because the site just makes it too difficult, or too boring, for them. In the light of this, no wonder research suggests that online giving made-up less than 4% of UK charitable donations in 2010. We’re leaving at least half of what donors want to give us on the table, thanks to a lack of focus on basic website journeys, fundraising messaging, and simple transaction pages.
The Nomensa report is based on research into the websites and social media presences of the three leading cancer charities in the UK, but their findings and very clear recommendations will be of use to online fundraisers in organisations of any size and any country. So, well worth clicking here to download the report and reading it as a spur to review your own website – and to see what can be done to ensure you’re helping far more than half of the potential donors visiting your site make it all the way through to actually giving you their money.
This is the ninth of twelve posts that I’ll be publishing throughout January on trends I think will prove to be important for digital fundraising in 2012. You can find the previous trend post, on Contactless Payments, here.