Want to increase the number of online donations you get and the amount given through them? Make it easy for Web visitors to find out who you are, what you do and how you spend donated funds.
Nielsen Norman Group
FREMONT, Calif., April 3, 2009 — People would be willing to give money to charities, and even give a greater amount of money through online donations if only it was easier for them to find out from the organization's website what its mission and goals were and its plans for spending the money. That's according to user-experience research firm Nielsen Norman Group, which released a report this week entitled "Donation Usability" that presents details from a study in which they observed potential donors struggling to find the information they wanted in order to decide whether and how much money to contribute online.