From Jakob Nielsen’s “Donation Usability: Increasing Online Giving to Non-Profits and Charities” (Alertbox: 30 March 2009):
We asked participants what information they want to see on non-profit websites before they decide whether to donate. Their answers fell into 4 broad categories, 2 of which were the most heavily requested:
- The organization’s mission, goals, objectives, and work.
- How it uses donations and contributions.
That is: What are you trying to achieve, and how will you spend my money?
Sadly, only 43% of the sites we studied answered the first question on their homepage. Further, only a ridiculously low 4% answered the second question on the homepage. Although organizations typically provided these answers somewhere within the site, users often had problems finding this crucial information.
In choosing between 2 charities, people referred to 5 categories of information. However, an organization’s mission, goals, objectives, and work was by far the most important. Indeed, it was 3.6 times as important as the runner-up issue, which was the organization’s presence in the user’s own community.