Did you know that 65% of donors sometimes check out your web site before they make a contribution?
AND: 40% of your donors ALWAYS check it out before they give.
These stats are from my good friend Kivi Leroux Miller, aka, Nonprofitmarketingguide.com.
If you are not following Kivi, you are missing an incredible resource. She is my “go to” source for all things e-marketing and e-fundraising. Check her out today!
Bet you didn’t realize just how important your web site was. I, for one, never thought that it might influence donors in that critical time while they are about to make a gift. I didn’t imagine that a poor website could negatively influence a donor who is on the verge of writing that check!
What are donors looking for when they make that first search?
First of all, they are looking for reassurance. Kivi says they are doing what we might call reference checking.
- Does your site reflect that you are an organization that gets results?
- Can a donor trust that you’ll use their gift wisely?
- Do you present clear pictures and stories of people who you have helped?
- Are testimonials all over the place? ( especially on the home page?)
- Do you list your board members? (I rarely find these folks identified on a site, but donors want to know who’s behind your organization.)
- Is your web site clear and up-to-date? (this reflects that you are a well-run organization)
Why don’t you pull up your site and take a fresh look at it from the eyes of a donor? Better yet, ask a friend to go on the site with you and give you a frank appraisal. Bet you’ll find plenty of room for improvement.
Act now to freshen your site. Don’t put it on the back burner.
You just may turn off some likely donors.
