As part of my strategy to grow Indiez, I decided to move to DC. This gave me the opportunity to interact with a lot of local Nonprofits. I found that whether it was working with them as a service provider or a volunteer one thing remained the same, Nonprofits change the world. The way they achieve with limited financial resources was really inspiring to me. The stories I heard from these experiences really made me reassess my priorities in life.
I decided that I would find a cause that really meant a lot to me and that I could really get behind. I found this great charity that championed Child Rights. They were doing incredible work so I decided to log on to their website to make a donation. I was very surprised by the quality of the website and despite being determined, I couldn’t find a donate button. As someone who works with Startups, I used to seeing websites that talk to me, engage me and make me take action. I started looking at other Nonprofit websites and found this is widespread across the sector.
After analyzing over 100 Nonprofit websites, I found a number of areas that were consistently bad across the majority.
- Most of the websites were focused on the about us page. This is fine for telling people about the cause but doesn’t engage users in an interesting conversation.
- The largest donor group is composed of millennials (contributing over $48bn to causes annually). The old-fashioned website designs that were built in the 2000s don’t encourage this demographic to donate.
- The majority of web traffic has now switched to mobile. Close to 80% of the websites I visited were not mobile friendly. You could see the content on mobile but it was hard to navigate. It is also worth remembering that 25% of payments are now made through mobile.
- What these sites on built using also matters. The majority of sites were built on Wordpress or even ASP.Net. This creates a loading time of close to a minute. In the days of lessening attention span, this can be a disaster. It leads to high bounce rates where donors leave after opening a single page.
- I couldn’t find one example that utilized simple tools that could increase the conversion rate of donors visiting the website. There are a number of basic systems available such as chatbots or live chat systems that greatly increase conversions of donations on site.
The above are just a small host of the issues that I found in my research. They all require attention but I know if you work in a Nonprofit you are extremely busy, so I would ask you to do one thing. Open your website and test the donor flow of the website. How long does it take to donate? It takes less than a minute to purchase something on Amazon. On most Nonprofit sites it takes close to 10 minutes. Why? If you’re working at a non-profit then we humbly request you to consider reaching out to Indiez and we will be happy to give you a free audit of your current website. We are passionate about helping Nonprofits in their quest to change the world for the better.
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