Donation Usability: Increasing Online Giving to Non-Profits and Charities.

It’s been a long time coming: Jakob Neilson and his group have conducted a usability survey of 23 non-profit websites. Neilson’s posted a teaser with some of his findings, while the full 124-page report will set you back some $98 dollars.

So what do donors want? A clear understanding of an organization's objectives and work, as well as how it uses donations. In my consulting work, I’ve long argued that posting a budget breakdown is an easy way to increase transparency and fundraising. (Especially since most groups already create this for their annual report.) Where possible, pegging fundraising to specific tasks and outcomes also helps.