Websites are a growing force in consumers' decisions to donate to non-profit organizations, and charities that use the internet to solicit funds can benefit from making their sites easier to use - and ensuring that donations are properly processed.
A recent study by Convio found that charities with an online presence can expect to reap more than $4 billion during this holiday season, writes MarketingCharts.
111 Million Givers
According to the firm's latest North American Technographics Omnibus Online Survey, more than 63% of America's 175 million online adult consumers - or 111 million - plan to use the internet to donate to charities during the upcoming holiday season, up from 51% in 2008. Nearly 6 out of 10 people surveyed plan to give the same amount or more this year, while the current state of the economy will lead 23% to give less.
The survey also found that charity websites have the biggest influence on the online consumer’s donation decision (44%), followed by "word of mouth" (40%). Email and direct mail from the organization influence on the decision among 27% and 28% of consumers, respectively.
Charity Websites Lacking
Despite this obviously central role in the fund-raising mission, the Convio study - and others - reveal that many charities' websites are lacking in some way. The research found that only 46% of respondents either strongly or somewhat agree that nonprofit websites make it easy to get information that donors need when deciding to give. Moreover, only 56% strongly or somewhat agreed that nonprofit websites make it easy to actually make a donation.
Another, smaller study cited by the Non-Profit Times focused on the difficulty some charities have in processing online donations. A test of 30 Catholic organizations' donation processes found that one-third of the online gifts could not be processed. Five organizations required the mailing address to match the credit card billing address, two didn't accept online donations, and one organization had a bill-to company requirement. The donation processes simply didn't work for another two.
What About Social Media?
Non-profits have been traditionally cautious of using social media as a fundraising tool, writes MarketingCharts. Two-thirds of executives at non-profits surveyed by Weber Shandwick and KRC Research believe that traditional media - including coverage in newspapers, magazines, television and radio - are more effective at supporting fundraising efforts than social media.
In general 88% of execs at US non-profit organizations are currently experimenting with social media. However only 51% report using it actively and 79% are uncertain about how to demonstrate its value for their organization.
Changing Tide?
This perception of social media's effectiveness may change, though, as more charities adopt strategies and tactics tailor made for social media. An example of such a tactic is the growing number of games and quizzes conducted in partnership with other organizations. In November, Domino's Pizza signed on as an advertiser with GamesThatGive.net, a new site that enables consumers to raise money for their favorite charity.
On the site, consumers can play Solitaire, Gems and Bubble Burst, among other game titles. GamesThatGive then donates 70% of its ad revenue to participating charities. The longer a consumer plays, the more funds are generated for the selected charity.
To promote the fund-raising initiative and recruit new players, consumers post the amont of funds they've helped generate directly to their Facebook news feeds.
