The U.S.-based web content and customer experience management firm Kentico Software, has conducted a Non-Profit Website Survey among 332 American adults who regularly donate to charities online to learn what’s important for them besides the cause itself.
The research finds that a compelling visual content and an engaging copy are as important for nonprofits as for businesses. 35% of the respondents say they are likely to donate more if an organization’s website or other online platforms feature some “sharable” emotional stories (35%) or robust statistics (32%).
Some interesting highlights from the research:
- 75% donate to some causes online regularly throughout a year
- only 12% question the impact of their donations
- 67% are loyal donors to their charities of choice
- 47% visit the same non-profit website regularly
- 44% prefer to donate online (vs. by cash in person).
The survey shows that digital marketers of non-profits should try to increase awareness among new donors, and loyalty among the existing ones. When asked about how they learned about a charity they hadn’t previously donated to, just 36 % of the respondents called web or mobile sites (Internet), 35% heard from offline sources, 17% on TV, 12 % via print press and other ways.
When it comes to engagement online, donors are not likely to follow non-profit brands on social media or get updates via email. Just 20% follow 1-2 charities on Facebook or Twitter, while 70% follow none. The stats on newsletters are, as follows
- 31% receive 1-2 newsletter from non-profits throughout a year
- 13% receive 3-4
- 9% receive more than 5
- 46% receive none
“New donors can be extremely difficult to reach—even online, which is why non-profit digital marketers must be incredibly creative,” comments Petr Palas, CEO and founder of Kentico. “The ALS ice bucket challenge is a perfect example of how a non-profit organization can use creative, compelling, and inherently shareable content to introduce itself to millions of new potential donors.”