Tips to Help Online Donors Complete Donations
A couple of years ago, a UK study found almost half of those who start an online donation fail to complete it.
“User experience company” Nomensa conducted the research, comparing the online donation processes of three major UK charities.
The resultant report: Creating the Perfect Donation Experience found 47% of people who began the process of making an online donation did not complete it.
Nomensa managing director Simon Norris said many organisations did not understand their donors, particularly when it came to online donations. Questions were also asked about how engaging and inspirational organisations made their online giving.
The report provided four quick tips to help groups reduce the chances potential donors will give up:
- Engage – Promote outcomes and convey a sense of urgency to persuade people to start the donation process. Displaying Twitter and Facebook supporters engenders trust in the organisation.
- Nudge – Make sure the next steps are clear, promote regular giving and provide alternative ways to donate.
- Support – Provide a progress indicator and streamline the process as far as possible. Reassure donors the site is legitimate by branding each page with the charity’s logo and if the donor makes a mistake filling out the form explain why and how to correct it.
- Reward – Always display a “thank you” message when the donation has been completed and reassure the user that the transaction was successful. Encourage further engagement through social networks.
We'd also add one more tip:
- Report back to them – Tell your donors, whether they give online or by other means, how their donations have made a difference. Engage them by showing them the difference their support has made and update them on the progress of the program or project they have supported.