Online Giving Made Inconvenient & Cumbersome
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It is crucial that non profit organizations provide online fund raising as a quick, easy method for donors to express their philanthropy. Who, what, where, when, why and how should be obvious to the donor, engage them in a few steps, and ALWAYS speak to the mission of the organization, rather than smack of a "grocery cart" transaction.
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Online Giving Made Inconvenient & Cumbersome
- 1. Online Giving Made Inconvenient, Confusing & Cumbersome Philanthropy Viewed Through a Shopping Cart
- 2. This site begins by having a prominently placed means of donating online, although stronger wording could be used, as well as having a single click available.
- 3. Selecting the make a donation link from the home page takes one to another page, citing ways to give and other info. Another link to Donate Online is half way down the page.
- 4. It’s clear that the donor has left the organization’s website to a grocery cart type of page. While it’s good to offer various donation amounts, they should be tied to the mission: explaining what the gift will accomplish . (What can an Advocate do that a Colleague can’t?) In this example, I’ve chosen to donate $50, or be an Ally .
- 5. The grocery cart aspect is clear, requiring me to “select” my item, taking me to another Ally screen, etc., where I enter the $50…
- 6. OOPS! I wasn’t asked how much money on the last screen! I was asked how many $50 gifts I wanted to select (that item chosen)! I’ve now selected to donate $2,500!
- 7. Clearing the error, I return to the Ally menu and select one of these items, for a total of $50.
- 8. Next, I enter some basic contact information. None of the few questions after indicate that they are required (e.g., asterisk, etc.)
- 9. The form lists errors, because I didn’t answer all of the questions, and requires that I do so before allowing me to proceed with my donation.
- 10. On final page of this process (9 th click, counting re-entering amount, errors), we see that the final information requested is credit card number. Asking the donor to commit her/his credit card number early (first) substantially reduces the drop off rate…as does keeping the amount of clicks to a minimum. Using a 2 nd party vendor to process online gifts can be helpful, but it can also confuse donors, who only understand that they are giving to [your organization]. e.g., when tax time comes, they will wonder why you aren’t allowed to issue them a tax deductible receipt for their gift.
- 11. linkedin.com/in/ValerieLambert @BilouEnterprise Bilou.info [email_address] @ValerieLambert bit.ly/BilouFB