This is the fourth year in a row I've done a #GivingTuesday online giving challenge. I really enjoy the time spent focused on giving. And I am excited to once again share the results of the study. This year I gave 46 gifts on #GivingTuesday. I have documented 33 of those experiences here for you in this spreadsheet.
While a vast majority of online giving experiences have improved in the last four years, we still have a great deal of work to do. Nonprofits NEED and MUST invest in the online donor experience. I gave gifts ranging in amounts from $10 to $1500 online on both my ipad, iphone and my laptop. Some nonprofits have invested in a great donor experience and it shows, others have not and it is apparent. There is a huge difference between those that get it right and those that struggle. Not just in the donation process, but also in the responses of confirmation emails and pages.
Some of the biggest disappointments:
1. A nonprofit wouldn't accept my gift if it was under $20, so I didn't give, such a turnoff.
2. Someone thanked me on social media but spelled my first name wrong, sigh. DETAILS MATTER.
3. A few organizations will MAIL me my tax receipt, for an ONLINE gift during a day focusing on digital giving. sigh.
4. Many organizations aimed way too high in their targeted ask amounts and have the potential to really offend someone.
5. Many are asking me to pay for bank or credit card fees with my gift. This is the cost of doing business. I don't think it's ever ok to ask donors to pay these fees. Think donor relations, restaurants, hotels and stores don't make me do that, why would you?
7. Readability is an issue- it's great you want a fancy design- but who is the genius that came up with black on black as selections? I couldn't even read it to finish my donation!
8. Someone is asking me for my DINERS CLUB card- seriously? 1984 called, they want their giving options back! LOL
There are many more offenses in my list but these are my lowlights. The confirmation pages and emails are boring and without creativity as well. Almost a perfunctory measure.
Now the heavenly- Organizations that scored big points with me and understand the online donor behavior here are examples of doing it right!!
1. These targeted ask amounts are mission based and dreamy!
2. This donation button is so amazing- so much better than "submit" or "proceed"
3. Loved that this place encouraged me to give monthly, didn't just let me slide with a one time gift- great use of a pop up window!
4. Loved WPI's Twitter thank you! Woo hoo! I received far TOO FEW personalized thank yous this year. :(
5. Enjoyed this nonprofit showing me impact and inspiring me from the beginning of the process: Look at how clear and easy these two make it for a donor!!
6. Once again FIT blew others out of the water! Great theme, personalization and infographic of progress!!
Folks, we still have a ways to go! We CAN make this experience better for our donors. Join me in taking the challenge to do better for ALL donors. Who did you give to? What was your experience? What did you like and what did you not like? I can't wait to hear from you! Let me know!!