ForeSee Results has released a new report entitled "Trends in Constituent Satisfaction with Nonprofit Websites: Building Membership, Donations, and Loyalty through the Web Channel" and it looks like it has some interesting information. One of the key findings that caught my eye: "Key areas of improvement for nonprofit websites, in general, are sites’ functionality and the expression of the organization’s image online." (Side note: Ask us if you need some help with your non-profit website!)
Many charities and nonprofit organizations have become savvy about using their websites to engage existing and prospective constituents. The website now serves many roles for a nonprofit, depending on the nonprofit’s objectives. Sites serve as a channel to receive donations, sign up volunteers, register members, provide authoritative news and information, register event attendees, create community, or provide information about programs and services for prospective and current clients. As the web evolves and becomes more sophisticated in industries like online retail and finance, the general public’s expectations for a high quality website experience increase across all industries. Nonprofits must keep up with standards set by the private sector, while being fiscally responsible and spending funds wisely.
Our research shows that the website is a colossal area of opportunity for nonprofits suffering from decreased giving. The study shows that the web channel has a huge impact on driving the likelihood of site visitors to donate, recommend the website and organization, volunteer, and use the site as their primary source of information.
The key findings are listed below and are fleshed out more fully in the full report, which can be downloaded for free.
- Nonprofits have plenty of room for improvement when it comes to online customer satisfaction.
- Satisfaction is predictive of future behaviors important to nonprofits.
- Key areas of improvement for nonprofit websites, in general, are sites’ functionality and the expression of the organization’s image online.
- Nonprofits need to encourage more people to donate online instead of through other channels.
- Site visitors value online information and donation capability.
- People listen to outside sources.
- The election year had a very small impact on donations to nonprofits.