A very popular session at last week’s International Fundraising Congress was one run by Beate Sorum explaining what charities can do to improve the chance of someone persevering to the end of the online donation process.
And it does often require perseverance on the part of the donor. Sorum explains:
“We are leaving so much money on the table by not making it easy enough to give. We leave the hard work to the donor – rather than making the investments and doing it ourselves”.
Her session covered a series of practical solutions, looking at how to design an effective donation form, and how to fix common website problems. She also included advice on applying behavioural economics “ethically and in a good way” to website design in a way that influences the way donors behave.
Her first slide sums up the challenge:
“I have decided to give, and I will do so even if the form is incomprehensible and it takes me all afternoon”… said no donor ever.
As usual, Beate Sorum has shared her slides from the session via Slideshare:
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