This week, two wonderful studies came out that suggest that the digital donor experience still leaves a great deal to be desired. This annual report of online giving from Blackbaud tells quite a story. Even though we have seen huge increases in online giving, we have a long way to go. We need to dispell the myth that online donors are in their 20s and 30s. We need to make our sites better and more relevant to our mission. The time is now. The time has been now for a while. We need to invest in our online presence and make our online giving sites just as important as our appeals, social media and other new media presences. What's the point of a great email appeal if your giving site tanks?
This scorecard from some folks that did amazing research at Dunham and Company agrees. Many of our sites are not mobile optimized, they lack true direction, organization, mission and focus. Our emails need help too. When is the last time you put a great deal of thought or did testing to see if your subject lines are working? I test giving websites all the time through my Giving Tuesday challenges and have found somewhat disastrous results as well. So how will you voice the fact that a national philanthropy shouldn't be using Paypal and a shopping cart to process donations? How will you shift the paradigm of the online donor experiece? I would love for you to join me- list yourthoughts below, tell me who has the best andworst giving sites, emails and new media you've seen? I can't wait to hear from you.
Cheers,
Lynne
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