I love Next After and its tremendous research and experiments. Focused on online giving, donation pages and emails, Next After provides a lot to learn.
If you know that the typical number of people who finish a gift is only 21%, that means 79% do not give, even though they go to your organization’s page to donate. Yet, you can do something about it, or, should I say, prevent that outcome.
Recently, Next After — in collaboration with Fundraise Up — did a study on donation-page friction called, “The Donation Page Friction Study: A Look at How Friction is Impacting the Online Giving Experience of 643 Nonprofits.”
What’s preventing donors from making the gift? Is it something you do? Can you stop doing it?
This study is fascinating and, while not necessarily focused on monthly giving, the issue of donor accounts often comes up. According to the research, only 4% required an account, but I’m starting to see it more often.
Many nonprofits think it’s the cat’s meow because it makes them feel like they’re giving the donors control over their giving.
To be honest, as someone who’s now over 60, having to create a donor account, log in and remember even one more password, especially for just one (monthly) donation, is driving me close to insane.
And I’m sure other baby boomers are in that same boat.
Yes, I have PayPal and I use that often enough that I remember the login. (Fortunately, my computer makes it even easier.) Yes, I will set up an account if I must absolutely do so, but I’d rather not.
I can see why it’s creating donation page friction as it makes donors think twice or perhaps even three times before they create that monthly gift.
So, if you don’t absolutely have to create yet another donor account for monthly gifts, it will help you generate more monthly gifts. If you’re in the process of considering a new donation page provider, think about your donors.
Who are they? What’s their age? Would they be comfortable creating a donor account for a donation to your organization? What’s the benefit? What’s the downside?
Make it easy for the donor up front and take away any friction. You want more donations, right?
I urge you to scan through this wonderful research and identify any hurdles for donating. Take a look at the abandonment rates, and you’ll see what I mean. Because once they leave, it’s really hard to make donors come back for more.
I’d love to know: Are you using a donor account for gifts and monthly gifts? If so, how’s that working for you? How many donors click on your donation link but then leave? Then decide, should you have a donor account for monthly gifts? Yes, or no? I know what I’d vote for!
First posted by NonProfit PRO on August 9, 2021.
