The study of 151 charitable organisations found that many don’t make online giving as accessible as they could through their websites, with 65% hiding their donation platforms three or more clicks away from the site’s homepage.
Additionally, 79% of respondents didn’t personalise emails and 37% did not reach out to new email subscribers within the first 30 days of their interest.
Brad Davies, vice president for digital services for Dunham and Company, said: “What we found is that there’s massive room for improvement. It is easy to assume nonprofits are missing out on several billion dollars by not optimizing their online fundraising efforts.”
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