Website options 'could build donor loyalty'

UK charities could build stronger donor loyalty by offering online giving options, according to academics.

The Center on Philanthropy at Indiana University in the US recently carried out a charitable gift survey showing that, although 65 per cent of Americans gave to a charity in the past year, only one in 10 donors gave online.

When asked about their motivation for giving online, 64 per cent of the 1,428 people surveyed said that convenience mattered. One in five said they gave online because they got a request with a link or they could find the website easily.

Melissa Brown, associate director of research at the Center on Philanthropy, said the research could have implications for UK charities in relation to online giving.

“Offering online giving options may be a way to build stronger donor loyalty,” she said. “Organisations that have, or can create, a way to accept donations with attention to security may find it helpful to ask people for an email address so they can get reports about progress toward the organisation’s goals.”

She added that charities should make it easy for current donors to renew or increase their giving and find out about the charities’ activities.

“On your website, be sure to make it convenient for people to give online,” said Brown. “Make the print big enough to read, don’t have too many steps in the process and remember that convenience is paramount.”

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