I am sure that many of you have already had this discussion in your fundraising classes, but I would like to bring it up for anyone that hasn't. We often discuss ways to use technology to help our organization with its marketing, fundraising, and operational efficiency. However, technology plans that are not implemented properly can sometimes have the opposite effect. For example, donation pages on an organization's website that are intended to increase online donations can only be successful if they are easy to use and navigate. After having to research the online donation pages for several arts organizations, I realized that many of them are poorly organized, unnecessarily cumbersome to complete, and ultimately discourage potential users from finishing their transactions (simply because the process is annoying).
So, I have one thing to say to any of you that have some influence over the format of your organization's online giving tools - keep it simple. User friendly donation interfaces will ultimately help your organization raise more money and keep your online donors happy.
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