Young Donors, High Expectations

“I often visit nonprofit websites where it takes multiple steps to get to the online donation page and then the online donation page takes multiple steps to fill out and I think back to [a presentation on reaching donors under 40 that I attended a few years ago] and the donor under 40 who said ‘If your online donation page doesn’t load within 6 seconds and doesn’t work with Google autofill forget it, I’m not donating to your organization.’ These donors are busy and because they grew up in the Amazon era, they expect technology to be easy to use and they expect a high degree of personalization.”