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.
While the recession has led to a decline in donations overall, the study shows that 83% of those who donated online in 2008 donated as much or more than 2007. In addition, people who choose to donate online tend to donate more than those who use other channels, indicating that nonprofits would be well-served to strongly encourage and facilitate online donations.
About ForeSee Results
As the leader in online customer satisfaction measurement, ForeSee Results captures and analyzes online voice of customer data to help organizations increase sales, loyalty, recommendations and website value. Using the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI), ForeSee Results identifies the improvements to websites and other online initiatives with the greatest ROI. With over 34 million survey responses collected to date and benchmarks across dozens of industries, ForeSee Results offers unparalleled expertise in customer satisfaction measurement and management. ForeSee Results works with clients across industries, including: retail, financial services, healthcare, hospitality, manufacturing and government.
ForeSee Results, a privately held company, is located in Ann Arbor, Michigan and on the web at www.ForeSeeResults.com.