Customer Satisfaction With Nonprofit Websites Increases Donations, Volunteering, Loyalty
ANN ARBOR, Mich., April 27, 2009 — Visitors to nonprofit websites are more likely to donate money, volunteer time, and recommend the nonprofit to others if they are satisfied with their online experience, according to a new study from ForeSee Results. The inaugural study used the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI) to gauge satisfaction of over 2,000 respondents who visited nonprofit websites. In aggregate, nonprofit websites score 73 on the study’s 100-point scale, below many other online industries, including Online Banking (83), E-Retail (74), E-Government (74) and Automotive Websites (78).
“Between President Obama’s well-publicized call to serve and his recent support of the Serve America Act, nonprofits are receiving a lot of attention and interest,” said Larry Freed, president and CEO of ForeSee Results. “Meanwhile, our country is in the biggest financial crisis of our time, and most nonprofits are struggling to remain afloat. This study shows beyond a shadow of a doubt that nonprofit websites have long been underestimated and misunderstood and actually have tremendous power and influence over donor and volunteer behavior.”
Highly satisfied visitors to nonprofit websites are 49% are more likely to donate money to the nonprofit and 38% more likely to volunteer when compared to dissatisfied online visitors. Satisfied web visitors are also 66% more likely to use the website instead of a costlier channel as the primary resource. By channeling visitors to the website for information and donations, nonprofits can reduce costs, build loyalty, and drive donations.
”Good nonprofit websites offer a unique opportunity to cut costs by reducing the use of more expensive channels like direct mail and call centers, all while making people more likely to donate and volunteer,” added Freed. “It’s a win-win.”
The study shows that functionality is a top priority for nonprofit website improvement followed by image and content. Nearly one-third of donors chose not to give online because the website functionality was poor. Survey respondents also reported concerns about resource allocation, security and error messages.
- ForeSee Results
- University of Michigan
- Larry Freed