Charities need to rethink their fundraising efforts, including the development of charity paperless direct debit donations, as the success of the fundraising event, the Ice Bucket Challenge, has proved that many people are willing to give to charity, but it seems that what stops them is poorly designed donation forms.
The main problem with online donation forms is the sheer number of steps a donor has to go through in order to pledge money to their specified charity. Charities need to redesign their donation methods so that the user has a more streamlined and intuitive experience.
The first step to achieving this is for charities to make their donation buttons more obvious on their websites, as being unable to locate a way to give money puts many users off. Donation submission buttons should be highly visible and free from distracting material, such as sidebars.
Charities should encourage donors to give a set amount of money by detailing how much is required to achieve certain ends and make an impact. For example, if £2 can give a dog shelter for a night, then £14 can provide it for a week. Using this method, users can work out how their money will be spent.
To encourage donations, users should be given the option of donating this set amount of money using a simple one-click method, make an alternative donation using a simple form that can be auto-filled with their information, or even set up a direct debit.
Find out more about our work on paperless direct debit here.
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