Recent research from YouGov has revealed that if UK charities improved online engagement with their demographic, they could see a rise in income of GBP35m. The research was called for by non-profit IT provider, Eduserv, which aims to develop and improve technology systems which could save the charitable sector money.
Out of the 2,000 people questioned, 17% called for a more personal approach through the website or email, saying that it might increase the amount they pledge by GBP15. In addition, 21% put the benefits of donating online down to convenience, and 11% found the security of online donating a secure process.
Haylie Oriot, charity sector manager at Eduserv, says: “Consumers increasingly expect good online interaction with websites because the likes of Amazon have done it so well. Genuinely good web engagement, which understands a donor’s previous interactions and uses this information to provide a more bespoke experience, has yet to take off in the charity sector.”
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