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Tuesday, October 21, 2014

Simplify Fundraising Process

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Fundraisers have many ways of trying to get donors to donate. Some use an emotional approach and try to appeal to donors’ empathy into making a donation. Others take a rational approach, arguing that a donation benefits the greater good and ultimately benefits the donor as well. However, there is a route that is less exploited, but can work remarkably well: simplify the donation process.

The idea of simplifying the donation process is best understood by studying the way ecommerce companies get customers to commit to purchases when their purchasing decisions are made on the fly. One of the best examples of this is the one-click purchase features some online retailers have started to use on their sites. These allow their users to save their information on the site and complete any purchase with one simple click.

Online retailers that use this system usually see an increase in sales by implementing the feature, and the idea behind it can be applied to fundraising as well. For example, online fundraising can be used as an effective way of simplifying your donation process. Online fundraising eliminates the hassle of making cash donations, allowing for a donation to be made with just a few quick taps on a touchscreen, or clicks on a mouse.

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eBay's team got to work building a fundraising program that could unleash the widespread generosity of its broad online community.


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