Charities must make sites more accessible, Institute of Fundraising National Convention is told.
Users of charity websites fail to find the information they want on 60 per cent of visits, according to research by consultancy firm Think.
The study, presented at the Institute of Fundraising’s National Convention in London yesterday, also showed that 47 per cent of those who visited the Great Ormond Street Hospital website to make a donation did not complete the process.
Nick Burne, a new media consultant at Think and presenter of the research, said charities must make their websites easier to use for supporters and potential donors.
“Simplifying websites can lead to huge increases in the proportion of visitors to the site that go on to make donations,” he said.
“A lot of people who have a bad user experience of a particular website will never visit that site again.”
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(ETech 7’s Managed IT and Internet Marketing Blog)