A lack of easily accessible information on nonprofits’ websites is hurting online giving, says a new report from Nielsen Norman Group.
According to the Philanthropy Journal article, after observing potential donors’ interactions with the websites of 23 nonprofits, researchers say users typically are most interested in finding information about a group’s goals and objectives and about how their donations would be used.
Fewer than half the websites studied include their mission on their home page, and only four percent say on the home page how donations will be used. While such information generally is included in other parts of the sites, users had trouble finding the information, difficulty that affected their decisions about donating.
Common problems include poor page design and unclear content, and donors in 17 percent of cases could not figure out how to donate, the report says.