Users also relied on recommendations from friends and family members. In our study, people often used the following information to decide whether or not a nonprofit or charity was worthy of their donation: Display Third Party EndorsementsĪn organization’s reputation and legitimacy is another important piece of information users needed to know before making a donation. Those who couldn’t find the information were aggravated and thought the organization was inefficient or trying to bury those details.Įven if the percentage that went to programs and initiatives was lower than users had hoped, they were still pleased to see the information and felt confident that the organization wasn’t hiding anything from them. Regardless, users hunted for it, and those who found it were pleased that the organization disclosed the information. Some sites provided this information, but others did not. The organizations that provided this information on their sites helped potential donors understand where their money would go. The second most important detail that users needed to know about an organization before donating was how their contribution would be used. This information was enough to convince people-if they agreed with their mission-to make a donation. The organizations that received donations simply described what they did and how they did it in a succinct and easy to understand manner. Websites that provided this information in a clear, concise, and easy-to-understand manner had an advantage over those that had ambiguous goals and objectives. A task time of 1 minute for this crucial task would be a more reasonable goal, showing that current nonprofit sites are 500% too slow to use.Īfter much misery and excruciating time spent locating the answers, in most cases, the organizational information was vague and convoluted. On average, it took users about 6 minutes to locate information about the organization’s purpose, which was far too long. In our studies, we found that many sites did not clearly communicate this vital information or made it too hard for users to access. Our studies tell us that the most important pieces of information that people need to know about a charity or nonprofit before they make a donation are the type of work that the organization does and how that work is done. Clearly Explain What the Organization Does To get donations, follow these 5 guidelines: 1. ![]() Once users decide to donate, a clear call to action and a simplified donation process keeps them on the right track. Users have specific questions, and if sites do not address these questions, they have little desire or motivation to find the answers. Our usability tests of nonprofit and charity websites show that people have high expectations of nonprofit and charity websites - which some sites don’t meet.
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