Assumptions About Donating Online
Don’t assume, ask
No doubt you’ve heard the proverb about assumptions and what they make of you and me. So we decided that it was high time that we stopped making an ass of ourselves and our donors and found out what really makes people give to charity, online.
Assumption 1: Old people don’t donate online
Yes, some of our elders may have an aversion to computers but there are plenty out there who love their iPad. Is your donation page mobile friendly? Is it secure? Do you say thank you well? Our Website Donation Pages research shows that all of these could increase your digital donations.
Assumption 2: Once they’re at the donation page the job is done
Many charities make the mistake of thinking that they’ve secured a donation just by getting somebody to the donation page. Nope. Just the sight of too many form fields can send the cursor headed to the back button at the top of the screen.
Your donation page should be able to tell a brand new visitor, who has never heard of your organisation, what you do and why they should contribute.
Use great images and tangible dollar handles so people can see where the money is going.
Assumption 3: Everybody wants to use credit cards to donate
Give your donor options!
Not everybody has a credit card and many of those who do, still prefer to use PayPal.
Did you know that after attending our Donation Pages That Deliver breakfast seminar in 2015 MSF added the PayPal option to their website donation page and within 6 months had received $1 million through that channel?
We’re not saying that simply adding PayPal will add another 6 zeros to your donations, but by having it there you are reducing one more barrier to your donor dropping off before completing the donation. And if PayPal is your donors preferred means of payment, you’ve just given them another reason to come back to you.
If you’d like to know more about our research and how it could benefit your organisation, just ask us or give us a call on (02) 9188 4493.