5 Things Donors Want To See On Your Website Before Donating

Image courtesy of imdesigns.ca. Image courtesy of imdesigns.ca.
  1. Responsive or mobile design.

    Believe it or not, young donors are not the only ones that want to access nonprofit websites on their phone. eMarkerter predicts that more than 50% of the 76.4 million Baby Boomers in the U.S. will be using smartphones and the mobile web in 2013. In 2012, 58% of the Millennial population said they used the mobile Internet, and this number is only increasing. With these numbers growing every year, it is important that your foundation enables its website to fit on any device, from a desktop, tablet, to a smartphone.

  2. Your organization's story.

    Storytelling is a huge part of convincing potential supporters to donate to your cause. Why is your mission important, who is being benefited, and what is your foundation doing to measurably achieve it's mission? Particularly younger generations are more interested in seeing the results of their donation. Sharing statistics, the result of volunteer efforts, and how your nonprofit got started can make the cause more meaningful to a potential donor who is just learning about your foundation.

  3. Powerful pictures.

    Photographs and infographics that speak volumes without text tell your nonprofit's story for you. Social networks and media applications like Twitter, Vine, Pinterest, Instagram, Tumblr, Facebook, and Reddit, among others, put an emphasis on visual media, over textual content. A picture is more likely to catch a user's attention as they scroll through a feed or your website.

    Millennials and Generation X actually prefer to see how their donation would impact a cause through images over lengthy text-based explanations, according to The Chronicle of Philanthropy, “I feel like joining an organization like this rests on a lot of emotional responses. I’d like to see actual pictures that detail the effects of my contributing to the cause," a study participant explained.

  4. The flexibility to donate an amount the supporter can afford.

    Going to a site with the intention of donating, can be intimidating if supporters can only pledge a recurring monthly amount, or if the default amount is set to a high price. Use your nonprofit's data to discover the average or most common dollar value from monthly donors in addition to one-time givers.

  5. An up to date website.

    It's okay to keep a record of your organization's progress over the years, but make sure also have news, photos, and information from the current year--even if it is just a blog post! 6 in 10 Millennials said they wanted to see current stories about successful projects and ongoing programs, reports Giving USA.

Topics: foundation, Baby Boomers, storytelling, Gen X, organization, Fundraising, Industry News, web design, responsive website, mobile website, young donors, Generation X, millennials, nonprofit

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