New insights show that charities have overlooked the donor experience, missing out on valuable supporter dollars in the lead up to peak giving in Australia.
Charities around Australia are being urged to improve the experience that they are providing to their donors, particularly when it comes to mail, to support digital solutions.
GiveEasy CEO, Jeremy Tobias wants to help charities to change their letters to have greater impact.
“Charities are highly reliant on mail donations, but have not adjusted their methods for people to give online. This is a significant revenue risk for charities, with some people receiving the letter in the mail and wanting to give on the spot from their smartphone” says Mr Tobias.
GiveEasy analysed over 50 direct mail charity campaigns* from Christmas, specifically looking at the donation URL that was included. Some key statistics:
- Less than 50% did not offer a different experience on mobile vs desktop
- Only 15% had a tracking URL, which was different to their main donation page
- Only 33% had an alternative payment mechanism as well as credit card, of which only 12% highlighted that PayPal existed on the actual direct mail piece
Every item cited had a lackluster digital transition.
Of most concern was that all campaigns analysed had a URL to type in which took donors back to a form which again asked for postal address, whilst completing the donation. When charities send out via mail, they already have all the donor details required. There is no need to ask for this again, and can create a barrier to giving on the spot.
The solution is to use the power of digital to bridge the gap between donor details and giving.
Mr Tobias commented “In a world where corporates are spending vast amounts of money on customer experience, it’s so important that charities are doing the simple things right on their donation forms. Charities are blindly rolling out the same giving mechanisms on their mail out. We know that there are more traditional segments are shifting from mail to on-line so it is so important that their experience is as frictionless and easy as possible when they want to give.”
“Digital allows you quickly and easily to work out where your donors live and what they are responding best to. Without adequate tracking in place, you lose one of the key benefits that digital brings to the table and cannot meaningfully improve performance” commented Tamara Rozentals, Marketing Manager at GiveEasy.
Maree Taylor, Donor Development Manager at the Royal Flying Doctor Service (Queensland Section) shared “Whilst the majority of our donors are very traditional, we have seen a significant pick up in on-line giving. We’ve seen the benefits of being able to track our donations from various sources as well as tailor the donation experience depending on the mediums, to make it as simple as possible if they would like to donate online from any device or any medium.”
In conjunction with the analysis undertaken, GiveEasy is offering a free 1 hour ‘health check’ consultation to help charities with the donor experience across all of their channels in the lead up to tax time.
“We are on a mission to give our charity partners the best opportunity to raise the most amount of money at such an important time of year. Consistent donor experience, whether it be through direct mail, website donation pages, email, social or SMS can make a break a campaign.” said Mr Tobias.
All not-for-profits are invited to take advantage of the free digital “health check” here.
*outside of their existing clients
At GiveEasy, our mission is to provide world-leading fundraising and social innovation solutions for a digital and mobile future. We connect charities, causes and not-for-profits to their supporters and communities through simple, smart and social digital giving solutions.
About Royal Flying Doctor:
The Royal Flying Doctor’s emergency retrieval service operates 24 hours a day, seven days a week, delivering the finest care to more than 290,000 Australians each year, that’s one person every two minutes. This iconic service has expanded to provide regular transfers of patients for life-saving surgery such as organ transplants and heart surgery, delivering critical support to those who need it most.