Most charities continue to rely on traditional fundraising methods, as well as asking for donations online. Statistics show that only two percent of money raised for good causes comes from online fundraising. This is not the sort of result that experts in social media predicted would happen and charities are not being as successful at online fundraising as they could be.
There are several reasons why fun runs and other community activities raise more money for good causes than online giving through websites, social media networks and email campaigns. One explanation is that many charities seem to be unaware of the need to keep up with real life when planning their online fundraising.
There are three main factors that are preventing more people from supporting charities with online donations.
Poor Website Design
Some charities simply fail to understand why their website is not working for them. It has been predicted that very soon more people will be accessing the Internet through portable devices than on desktop computers. However, in an article that appeared on philanthropy.com, it was revealed that the donation pages of 84 percent of fundraising websites are not compatible with portable devices such as smart phones and tablets.
One charitable organization that has updated its website design, to make it usable on any device, has seen a big difference in its online fundraising. Analytics of that website show 35 percent of online donations and 50 percent of its traffic are from users of mobile devices.
Difficulties In Donating
It has been proven though studies that each time a visitor to a website is required to click on another link, up to 40 percent will leave the site without bothering to click. Research has also revealed that 65 percent of websites run by good causes require potential supporters to click through several pages before they reach a donation page.
Fundraising websites should not lead visitors through multiple pages before they reach a place where they can enter their credit card details and specify how much money they want to donate. Potential supporters should not be bombarded with information when they have already decided to donate – sites need to provide quick fundraising payment links.
A big button or bold link stating ‘Donate Now’ should feature on each page of a fundraising website. This should lead directly to the page where donations are made through a secure payment system.
Lack Of Collaboration
The reason why, for some charities, Internet fundraising is bringing in less money is because there is no direct connection between the people in charge and those who are doing the fundraising. When a fundraising department within a charitable organization is given the task of running an Internet campaign, this should be a collaborative effort. Staff working at all levels within the organization and people working as volunteers should all be involved.
As long as organizations that are supported by fundraising continue to misunderstand what is required, they will have to rely on traditional methods to raise money. If more of them can get it right, then giving online will increase and the Internet can play a much bigger part in helping good causes get the money they need to continue functioning.