According to a website usability study by Jakob Nielsen, potential donors consistently want the same questions answered when determining whether or not they will give online. In most cases, if website visitors have to look hard to answer these questions, they become frustrated and may be swayed not to give.
Considering that nonprofits receive around 10% of donations online, and estimates say they’ll constitute the majority of donations by 2020, websites should be as donor-friendly as possible. Here are the four questions donors want answered before they give and how you can answer them.
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