Charities are missing out on fundraising opportunities because their online operations are uninspiring and "too similar to buying travel insurance", a new report claims.
Charities Fail to Make Online Impact, published today by the digital consultancy company Nomensa, says previous research has shown that 47 per cent of online donors give up on making donations before completing charities’ online processes because "the online journey is not intuitive and engaging".
Bertie Bosrédon, head of digital engagement and social media at the charity Breast Cancer Care, writes in a foreword to the report that charities are missing out on many digital fundraising opportunities.
"Most charities are taking donations through their website, but the journey is neither engaging, nor inspirational; the experience still feels too similar to buying travel insurance," he says.
The report urges charities to understand better how donors use technology. "Charities need to make donors feel that engaging with them is valuable and treat them with the gratitude they deserve," it says. "Factors such as perceived poor levels of security, a long and difficult process, poor error handling and intrusive questions will all put potential donors off."
In his conclusion to the report, Simon Norris, chief executive of Nomensa, says: "If charities want to bridge the gap left by lack of government funding and increase the current online donation level of just 7 per cent, they need to stop thinking that creating a website is an end in itself."