When donors are evaluating non-profit websites they have specific questions that they want answered in a clear and understandable way. If this information isn't easy to find people usually have little motivation to try and find it.
What do people want to know before donating?
- 62% Mission, goals, objectives, and work (What you do)
- 57% Use of donations ( How you spend the money)
- 57% Legitimacy and reputation
- 19% Local presence
- 19% Site security
The most important piece of information...
During the usability study the most important piece of information donors were looking for pertained to what the organization did and how they did it. Users reviewed the Home page and the About Us page in search of these details. The study also discovered that most non-profit sites failed to communicate this vital information. Users were also often annoyed because they couldn't understand a convoluted mission statement. The study found that if users were unable to understand the goals and objectives of the non-profit, they were unlikely to make a donation.
What You Can Do
- Give donors the information they're looking for. Make it easy for them!
- Make sure you put a clear, well written, easy to understand mission statement on your Home page.
Ask the SiteHatcher Support Team to review your mission statement. We are good at it!