Most organizations have room for improvement with online fundraising, according to a study of 151 national charities, conducted by the consulting group Dunham + Company and the fundraising think tank Next After. Researchers found that most organizations don’t do enough to persuade supporters to sign up for e-mails and that their messages don’t provide enough direction as far as actions recipients should take, such as donating or signing a petition.
Of those responding,
- 37% sent no e-mails within 30 days after visitors signed up to receive them,
- 56% didn’t ask for a donation within 90 days,
- 84% hadn’t made their donation websites easy to read on mobile devices, and
- 65% of their websites required visitors to click through three or more pages to give online.
With contributions hard to come by, your organization should eliminate any of these shortcomings, if applicable.
