A recent Not-for-Profit survey conducted by Monash University looked into the top 3 methods that encourage giving.
Various participants were surveyed including current and perspective donors, volunteers and supporters of charities.
The techniques which came out on top were:
1. Giving online
3. Television and collectors at interactions (both equal third)
“The significance here is the necessity for Not for Profits to have a website that is user-centric and facilitates the online donation process in a simple way for those trying to give,” Karen Sutherland said. (Monash University Researcher).
Findings suggest that the way a NFP represents itself via website will have a strong influence on the ability to convert visitors to donors. A NFP website needs to provide visitors with a positive experience, have inspirational stories, and facilitate online giving as an easy process.
These 3 points may be obvious, but recent surveys and research reflect that they are overlooked more than you think.
Although mobile use has been storming ahead for quite some time now, many NFP organisation have not accommodated for this.
Blackbaud Research shows that up to 84% of NFP donation landing pages are not optimised for mobile. This disrupt your donors journey, making it hard for them to navigate which creates more the chance for them to drop off the path.
Mobile is now leading the way, with study from IAB/Nielson finding that 52% of digital screen time is recorded being spent on mobile devices. Your audience is reading emails, accessing social media and donating to your cause whilst they are on the go – so you want to be as mobile friendly as you can possibly be.
One last great point found – “Talk to people where they talk. Educate where they learn. Entertain where they play. The channels you use to engage should be an extension of “word of mouth.”
NOTE: This blog post was written by Faith Johnstone who recently left Marketing Cube. Thank you Faith for putting this compelling blog post together.