Do You Make It Easy for Donors to Give Online?


Every visitor to your website could be a donor, yet a lot of nonprofits make it tough for donors to give online. Those barriers to giving are costing nonprofits millions, even billions, of dollars, says a new report from Dunham+Company.

The consulting firm and Next After looked at websites of 151 organizations over nine months, subscribed to their emails, and made an initial gift of $20. The two firms studied 56 key indicators in four key as­pects of online fundraising, including email registration, email communication, the donation experience, and the gift acknowledgement process.

Among the organizations studied, 127 scored 75 or below.

What the study found:

►Over one in three or­ganizations did not send a single email to new subscribers within the first 20 days of signing up

►79 percent of emails did not personalize the “to” line with a first and last name

►56 percent of or­ganizations did not make a single ask in the first 90 days

►63 percent did not offer a donor “next steps” to take

Nonprofits can do better. Your website should be an inviting point of entry to your nonprofit that gives visitors a quick summary of who you are and what you do, and invites them — and makes it easy — to learn more, get involved, and give. By making your website easier to use, and making it a priority to engage and cultivate your online visitors, you can increase the chance they will become loyal supporters.

Learn more ways to build your organization’s relationships when you register for our upcoming capacity-building webinars.


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