February 17, 2014 | The XM Blog

How Nonprofits Can Increase Online Donations and Other Random Acts of Kindness


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by Kecia Brady, Marketing Representative, ForeSee

In addition to being Presidents Day in the United States, it’s also Random Acts of Kindness Day. I like this quote from our first U.S. President, George Washington, which ties into the idea that it’s the little acts we do each day that add up to making a big difference: “The turning points of lives are not the great moments. The real crises are often concealed in occurrences so trivial in appearance that they pass unobserved.”

The key word is unobserved. Each day, many people search for ways to make small but meaningful differences in their community or across the world. The web has made it easier than ever for them to research nonprofit organizations like yours in their quest. However, many nonprofits don’t have clear visibility into who is coming to their websites and why.

Increase Online DonationsAccording to ForeSee’s original research, 1 in 5 visitors to a nonprofit’s website is there to make a financial contribution. But what about those who want to make an online donation and don’t? What is it about your web experience that stops them from completing their task?

These questions don’t only apply to donations. They’re relevant for any purpose your nonprofit has for the site, whether it’s driving volunteer or member registration, providing program and services information for prospective and current clients, creating community, or many other goals.

So how do nonprofits increase online donations and other random acts of kindness? They make sure their web experience satisfy their site visitors. ForeSee’s research shows that satisfaction with the web experience is predictive of future behaviors critical to nonprofits. A highly satisfied visitor to a nonprofit website is:

  • 49% more likely to donate
  • 57% more likely to have a favorable overall impression of the organization
  • 65% more likely to recommend the site to others
  • 55% more likely to return to the site (as opposed to using costlier channels such as contact centers)
  • 38% more likely to volunteer

Visit our site and learn more about how you can increase online donations and help your site visitors follow through on their desires to spread random acts of kindness.

Categories: ForeSee Products

About the Author

As a pioneer in customer experience analytics, Verint delivers superior technology and proven methodology to connect the customer experience to the bottom line. The result is better business for companies and a better experience for consumers.

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