Web Site Satisfaction Drives Donations, Word-of-Mouth and Volunteering

The Web is constantly evolving and, as it does, the public's expectations for Web sites grow higher. Many organizations are using Web sites to engage with constituents (both existing and prospective), using them to receive donations, sign up volunteers, register members, provide authoritative news and information, create community, and provide information about programs and services for clients. But their Web presence also must keep up with the standards set by the private sector.

According to the report, "Trends in Constituent Satisfaction With Nonprofit Websites: Building Membership, Donations and Loyalty Through the Web Channel," released by ForeSee Results earlier this year, visitor satisfaction with an organization's Web site has a huge impact on driving donations, recommendations of the Web site (and organization) to others and volunteering.

ForeSee Results studied more than 2,000 respondents to see their level of satisfaction with a wide array of nonprofit Web sites and found that highly satisfied visitors to a nonprofit site are:

• 49 percent more likely to donate;
• 38 percent more likely to volunteer;
• 57 percent more likely to have a good impression of the organization;
• 65 percent more likely to recommend the site to others; and
• 55 percent more likely to return to the site.

The average nonprofit Web site score in the study was 73 out of 100.

The report notes that key areas of improvement for nonprofit Web sites are functionality (which ForeSee described as the usefulness, variety and convenience of features on the site) and expression of the organization's image. The top two reasons those studied said they visit nonprofit sites are for news and events (40 percent) and to stay informed about the organization's cause (40 percent), with one in five (18 percent) visitors visiting sites specifically to make donations.

The report notes the power of outside sources, as nearly one in five individuals who visited a nonprofit site found out about the organization through word-of-mouth, and those who found the site through the media or a news story were the most likely to donate.

Nonprofits interested in making site visitors more satisfied should focus on upgrading the following three elements of their Web sites, according to the report:

1. Web site functionality. Make it easier for visitors to find information they need. Offer features and tools that help them accomplish their goals while on your site.
2. Image. Project a clear and positive image of the organization on the site that is consistent with the organization's overall image.
3. Content. Provide high-quality, updated content.

To download a copy of the report, click here.