m-hance, an innovative supplier of business software solutions to the mid-market, is urging charitable organisations to implement new Customer Relationship Management (CRM) technology to increase revenues and improve the experience of their donors online.
A recent report by user experience company, Nomensa, which compared the online donation processes of Cancer Research UK, Macmillan Cancer Support and Marie Curie Cancer Care, has revealed that online donating accounts for just 7% of their total donations. Nomensa’s survey also highlights that almost half of users (47%) who start an online donation fail to complete it because the online journey is not sufficiently intuitive or engaging.
Andrew Hayward, managing director of m-hance, says, “This research suggests that charities still remain overly reliant on traditional fundraising methods and are missing out on substantial revenues by failing to maximise the huge potential of increasing online donations. This is particularly worrying considering the economic downturn has placed even greater pressure on charitable organisations to maintain and grow their revenues, despite being faced with greater competition from other charities for donations.”