Engage not Enrage: Online Donating Needs Fresh Approach

A new report by Bristol based digital agency Nemensa is calling for fresh approach in how Charities approach online giving. ‘Charities Fail to Make an Impact Online’ outlines how organisations can improve the user experience and increase the volume and value of online donations.

Nomensa, which specialises in perfecting online user experience, compared the online donation processes of Cancer Research UK, Macmillan Cancer Support and Marie Curie Cancer Care. The findings suggest that at present, almost half of users (47 per cent) who start an online donation fail to complete it.

Understanding the psychology of the donor is key to a fresh approach. The report suggests that charities should adopt a process that is easy for donors and keeps them engaged at every stage. Too many still adopt dry, old fashioned methods which can deter people. Nomensa urge charities to embrace social media, make sure their website is optimised for the mobile web, and move away from calls to donate – instead ask people to invest in specific projects.

"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.” Nomensa report. “If this doesn’t happen, nearly half of all potential donors will walk away."

For more guidance on how to provide donors with an experience that meets their expectations and makes them feel good about their donation, you can download a 'Creating the Perfect Donation Experience' white paper from Nomensa's website.
 

Does your group/charity use mobile technology for fundraising, profile raising or campaigning? Please answer yes or no in this quick fire survey! Your responses will be tally-ed and recorded in our next Thrive Magazine! Fowllow this link: http://www.voscur.org/ebulletin/mobile-technology