Why Aren’t People Donating Online?
“Why aren’t people donating online?”
It’s one of the most common questions small nonprofits ask.
You post. You send emails. People click. They even visit your website.
And then nothing happens.
If you’re wondering why people aren’t donating online, here’s the answer: it’s your user experience.
People want to give, but you’re making it difficult.
Most donors don’t wake up thinking about your nonprofit. They see something, they feel something, they read a story – and they want to help. But when your donation process makes it difficult, that moment passes and you miss that donation.
So here are some answers to the question of why aren’t people donating online. Do any of these apply to your nonprofit?
- Too many required fields
- A donation page that looks different from your website
- Having to create an account
- A form that doesn’t work well on a phone
- Requiring them to get a credit card. (Just use Paypal or Venmo already!)
- No clear explanation of what their gift will do
Test It
If you want to increase online donations, try this:
- Open your website on your phone.
- Click “Donate.”
- Pretend you are giving $5.
- Count how many clicks it takes.
- Notice how it feels.
If it feels even slightly annoying, that’s a signal you need to fix it.
The Real Question
When leaders ask, “Why aren’t people donating online?” the better question to address is “How easy is our process?”
If increasing online donations is a priority this year, the answer may not be louder marketing. It may be a smoother path.
About mkw+co
mkw+co is a boutique consulting firm specializing in strategy, marketing, education, and coaching for nonprofits and small businesses. Ready to move your organization forward? Schedule a free 15-minute discovery call here.