Charities could be doing more to improve online fundraising efforts
According to new research by fundraising consultants Dunham and Company and Next After, charities could be doing more to improve their online fundraising efforts.
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.”