Digital Research and Innovation to drive change for non-profit organisations in Australia
Website Donation Pages Research 2.0
What’s different 3 years on – how have Australian Charity website donations changed?
- More than 25 charities from the last research (that we know of) have updated their donation pages since last research released in 2016. And I’m so grateful that so far 16 have agreed to share their donation pages data to compare 2015 with 2018 results.
- In general, donation volumes and income have gone up considerably but average gift has gone up and down over the last 3 years
- So far, we’ve only made 15 donations (top 10 charities from the scorecard included) and we’ve had 4 errors! Imagine how many donors you’re missing out on, or losing at the first donation due to a bad experience!
- Donations are much faster this time round because browser saves cc details
- This time we’re also looking at referral source for traffic to donation pages and which channel drives the donations. I think this will be important as email is declining for the first time in the history of digital marketing and fundraising and more organisations are starting to focus on search engine optimisation and using their Google Grant more effectively.
Email Unsubscribe Research – and how it correlates to Active Donors?
- Understand why donors unsubscribe from Charity Email communications
- What type of communications cause them to unsubscribe?
- Does the length of time they’ve been on the database (short or long) influence the unsubscribe rate?
- Do Supporters unsubscribe/ stop giving if we ask them for money too often?
- What is the right number or type of communications to maximise active support and giving?
- How do unsubscribe rates vary by sector/ cause/ type of organization?
- Jo from World Animal Protection
- Vikram from Fred Hollows
- Maisa from Cerebral Palsy Alliance
- Maddalena from Vision Australia
- Cath from the Asylum Seeker Resource Centre
- and Rania from Cure Brain Cancer Foundation