Charities are missing out on millions of pounds’ worth of potential donations, with nearly half of supporters who visit a website intending to make a donation failing to complete the process.
This is according to new research by user experience experts Nomensa and not-for-profit specialists Think Consulting Solutions. The whitepaper draws upon the psychological factors that can be used to influence a positive behavioural response.
Through the careful and appropriate use of empathy and reward, visitors can be significantly motivated to donate, says the report. The research also evaluates the differences between an ecommerce experience and the act of giving a donation.
It says that the act of giving produces a greater level of motivation than an ecommerce transaction and donors should be better rewarded for their commitment. This in turn will create a deeper donor relationship, encouraging future interaction and donations. The whitepaper goes on to provide an introduction to designing the perfect donation journey including eight top tips.
Nomensa chief executive Simon Norris said: “Providing every potential donor with a donation experience that guides them quickly through the process is totally relevant, given the huge online opportunity that exists. Non-profits should take a lesson from successful ecommerce brands to understand and deliver an optimal donation experience.”
