Digital reasons why your donations are dropping

The shift towards digital fundraising has only accelerated due to recent events. With charity digital leaders rising to the challenge of converting physical to online operations, digital fundraising and online events have grown in importance.

With so many fundraising opportunities, charity digital leaders may still need to iron out kinks across donation strategies and platforms. We highlight some of the digital reasons why donations could be dropping and offer advice on how to avoid the pitfalls. Above all else, our takeaway message is to make it as easy as possible for audiences to donate.

Keeping abreast of digital donation trends

Charities have broken the mould of traditional fundraising and are succeeding at tapping into audiences on new platforms like TikTok. Embracing new digital fundraising trends, the British Red Cross and Help Musicians have already launched videos and raised funds through TikTok’s donate buttons.

Paul Amadi, Chief Supporter Officer at the British Red Cross, claims: “We are excited to be one of the first charities to include the new TikTok Donation Sticker. This opportunity will help the British Red Cross raise vital funds to continue our work, supporting the most vulnerable people during this crisis. From handwashing dance moves to showcasing our people working on the frontline, the British Red Cross has been using the TikTok platform to lift the nation’s spirits and share vital information about the virus.”

Being a first-mover onto the platform, British Red Cross and Help Musicians have benefited from TikTok’s match funding programme and donation buttons. While many charities still rely on crowdfunding platforms like JustGiving, other donation channels are promising. To maximise opportunities, keeping on top of digital fundraising trends and diversifying outreach channels can enhance fundraising efforts.

Making the online donation journey clear

Online digital donations may be dropping because user journeys are too complicated. Published in Time Magazine and cited by HubSpot, the average user spends only 15 seconds on a website. For charity digital leaders, this means that the route to donation needs to be clear. CTI Digital, a web development and digital agency, suggests the following:

• Make the donate button stand out from the rest of your webpage, so visually, visitors are steered towards donating
• Reduce the number of steps towards donating by not requiring donors to create accounts or sign-up
• Let potential donors know how many steps away they are from completing forms to payment

By clearing the path to making a digital donation, charity digital leaders can make it simple to attract donors.