Going Digital With Donors (Donation research study)

An eye-opening discussion about an innovative study that Bloomerang has conducted to help nonprofits improve their online fundraising strategies. The study involves donating $25 to 500 different nonprofits across the U.S. and closely monitoring the donation process from a donor’s perspective. The goal is to evaluate how well these organizations handle donations, acknowledge donors, and ultimately engage with them to encourage future contributions.

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Emily Kelly, National Accounts Manager at Bloomerang, shares their unique research approach, describing that the study is not about evaluating the organizations from a professional standpoint but rather from the perspective of an ordinary donor. This allows Bloomerang to identify areas for improvement in the donor experience with nonprofits. Emily points out that something as simple as ensuring the functionality of a "donate" button can make a significant difference. "The first thing that you can do when you go to your website is literally just hover your mouse over your donate button, make sure it works," she advises, highlighting a common issue where some nonprofits’ donate buttons are not functioning correctly. 

The results of the study reveal that many organizations have room for improvement in how they engage with donors after a donation is made. Emily notes that one of the most effective ways to retain donors is through personal engagement, such as a phone call within 24 to 48 hours of receiving a donation. She shares, "If you make a phone call to a first-time donor, they’re more likely to give another donation in the future... that likelihood increases by about 50%." 

By focusing on the donor’s experience, from the ease of making a donation to the acknowledgment and engagement that follows, organizations can significantly enhance donor retention and fundraising success. Emily's insights serve as a powerful reminder that every touchpoint with a donor is an opportunity to build a lasting relationship.   Learn more . .. www.Bloomerang.co

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