Online Giving vs. Online Fundraising

It surprises me how hard some Web sites make it to leave a gift. In your lobby would you hide the stack of donation forms behind the plant? Of course not, you’d place them prominently on the front desk. Perform this test: Find someone who has never been to your Web site. Ask him to make a $10 donation online. Then observe, use a stopwatch and count how many clicks it takes. I’m willing to bet you’ll be surprised by the result.