A friend recently recalled how I had critiqued her website during a webinar a couple of years ago, and though I don’t remember it exactly, apparently we were both somewhat appalled by how many clicks were required to make an online donation to the organization.
Do you know how many clicks it takes from your home page? How cumbersome is that form, start to finish? Exactly what do donors see next, and exactly what shows up in the email box afterwards? Even if you are pretty sure you know the answers, it’s still worth running through the process a couple of times of year.
That’s exactly what Network for Good wants you to do this Wednesday, during the first-ever Be Your Donor Day on October 24th. (Note to self: Why didn’t I think of this? I love it!)
They hope this will inspire you to play the role of your donors and to rate how you are performing from the perspective of those supporters. The goal is to help you find and fix problems for your online donors ahead of giving season.
According to Network for Good, a third of total online giving happens in December alone, so now is the time to improve online appeals and the digital donation experience. In addition, the top reason donors cite for ceasing their giving to a charity is how they were treated by the organization. Donors are frustrated by difficult donation forms, lack of receipts and a dearth of information on the impact of their gifts. It’s the most important time of year to remedy these kinds of mistakes.
Before you send your next appeal, before you drive donors to your website and before you launch your year-end plans, you absolutely must set aside time to put yourself in your donors’ shoes to guarantee that your fundraising strategy will inspire them to give more. October 24th is that day.
On October 24th, nonprofits should call their own phone numbers, try to make donations on their own sites and confirm what type of receipts and thank-yous they receive.
Network for Good has everything you need to be your donors for the day.
If you find your thank you letters lacking, here are some of my favorite thank-you letter tips.
Walk in Shoes Photo by BigStock