What’s Missing On Your Website?
The Chronicle of Philanthropy just published this great article, 75% of Young Donors Turned Off by Out-of-Date Web Sites, describing what motivates people in their 20s and 30s to donate, and what their giving preferences are.
A heap of stats, in the report — the 2013 Millenial Impact Report — sponsored by the Case Foundation and conducted by Achieve, about likes, dislikes, size of donations, channels used, etc.
But what I found most interesting was that the research included videotaping 100 young donors as they browsed a selection of nonprofit websites. Take a look here for a teaser video what it takes to motivate and inspire giving. And you can find all the user testing videos here.
#1 on the list as I heard it was a familiar refrain (which I’ll submit applies to donors of any generation) — talk about the results achieved, the people served, how the donation is used … NOT about the organization.
#2 would be — don’t forget about emotion!
As the report observes: “Websites are portals to action, giving signposts for an organization’s top information. It’s imperative that organizations’ websites clearly show their work, demonstrate how potential constituents can help with current projects and events, and offer ways people can get involved in the near future.”
How do you think your website would test out against the Millennial audience?
Tom
P.S. BTW, some great infographics too.
2 responses to “What’s Missing On Your Website?”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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Hi, Tom–
I saw this article, too, and thought it was a great reminder of the importance of donor-centric communications — for Millennials, as well as GenX and Baby Boomers, who are all less inclined to take an organization’s worth at face value.
The other note-worthy point made was how inclined Millennials are to monthly giving. A profound shift in donor behavior is upon us and will only intensify with each generation. This poses a dilemma for non-profit organizations that still heavily rely on single gift donors and are under pressure to hit monthly and yearly revenue targets and not take the short-term hit to cash flow in order to invest in acquiring sustainers.
Interesting times.
–Bonnie
I like this. Basically, all of our communication has to be donor-centric, not organization-centric, cue Penelope Burke.