The survey of 2,000 consumers showed that charities could generate £35.5 million more if they provided more bespoke engagement with donors based on previous interactions.
The research revealed that 17% of British consumers would donate up to £15 more per month if a charity provided a more personal approach via their website or email. This could include remembering which content has been seen on the website, viewing preferences and charity campaigns of interest.
“Consumers increasingly expect good online interaction with websites because the likes of Amazon have done it so well,” says Haylie Oriot, Charity Sector Manager at Edusery, the non-profit public and third sector IT provider, which commissioned the research.
“Genuinely good web engagement, which understands a donor’s previous interactions and uses this information to provide a more bespoke experience has yet to take off in the charity sector.
This has understandably coloured people’s responses, with nearly three quarters (72%) of respondents being undecided about whether online engagement would encourage them to give long term support to a charity. That’s because nobody has got it right yet.”
A further 21 per cent of respondents said that convenience is a strong factor in donating online over physically.
“It is understandable that consumers want peace of mind when it comes to donating and also a convenient way to do so,” said Oriot.