According to a new study of 151 organizations’ websites and online marketing tactics, fundraisers get an “F”!
– Eighty-four percent of nonprofits, including many of the nation’s largest charities, have NOT made their donation websites easy to read on mobile devices.
– Most charities aren’t doing enough to persuade supporters to sign up for their emails, and the emails don’t give enough direction.
– The groups take too long to ask for money, and they make it too hard to give online.
– Thirty-seven percent sent no emails within 30 days after visitors signed up to receive them.
– Fifty-six percent of the organizations did not ask for a donation within 90 days of people’s signing up.
– Seventy-nine percent did not personalize email appeals with a supporter’s first or last name.
– Sixty-five percent of their websites required visitors to click through three pages or more to give online.
– Eighty-six percent of the groups’ websites did NOT provide a compelling reason for giving “today” (no urgency).
– Seventy-three percent encouraged sharing by offering donors a simple way to tell their followers on social networks that they had made a donation.
– Eighty-two percent did NOT welcome new donors through a series of emails.
Who’s doing it right? Ducks Unlimited, Environmental Defense Fund, Feeding America, Food for the Poor, Heritage Foundation, Livestrong, Oxfam America, Special Olympics, United Way, and the public radio station WNYC.
Subscribe to our blog today and get actionable fundraising ideas delivered straight to your inbox!