Report Finds Most Nonprofit Web Sites Lack Information Donors Want

Want to increase the number of online donations you get and the amount given through them? Make it easy for Web visitors to find out who you are, what you do and how you spend donated funds.

This was a key finding from the recently released report "Donation Usability: Design Guidelines for Improving the Donation Process and the Usability of Essential Information on Charity and Non-Profit Websites" from the Nielsen Norman Group. The report studied test subjects ages 20 to 61 who had donated to at least one nonprofit during the preceding year as they interacted with and made donations to 23 nonprofit Web sites with missions ranging from animal rights to youth education. Some of the nonprofits represented in the study include Environmental Defense Fund, The Conservation Fund, American Red Cross, Habitat for Humanity, Action Against Hunger, Heifer International, Defenders of Wildlife, Big Brothers Big Sisters of America and the “I Have a Dream" Foundation.