Charity websites 'lacking in information on legacies'

The majority of charities have inexcusably poor legacy information for donors to access online, according to a new study.

Most charities in the survey - 88 per cent - do not provide a single click-through from their home pages to their legacy pages, and on 37 per cent of sites it takes three or more clicks to find legacy information, research by marketing agency Bluefrog found.

The research consisted of an analysis of the legacy web pages of the top 100 charities by legacy income, as listed in the Charities Aid Foundation's report, Charity Trends 2007. It also found that 83 per cent of websites do not offer large-text option on their websites.

"Given the older age profiles of the majority of those considering leaving legacies, baby boomers included, omitting this basic accessibility feature seems to be a fundamental error," said Matt Parkes, head of stewardship and legacies at Bluefrog.

Almost half of the charities that were looked at (45 per cent) did not deliver any requested information on legacies within 21 days. "After three weeks, even major charities, such as Cancer Research UK, had not sent anything," said Parkes.

More than half lack an email request option and a quarter do not include a telephone number on their legacy pages for information.


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