Why Charities Should Optimize the Desktop Giving Experience

In a recent article on the Marketing Sherpa website, the marketing optimization wizards at MECLABS compared the mobile results to desktop based on the Dunham+Company Online Fundraising Scorecard 2.0. Daniel Burstein, Senior Director, Content & Marketing, MarketingSherpa and MECLABS Institute, breaks down the desktop vs. mobile performance in each of the four key areas measured by the study, before offering some tools for improving areas of email capture.

Says Jennifer Abohosh, Chief Digital Strategist at Dunham+Company,

“The assumption is that mobile improvement has been driven by advances in technology, which has optimized some elements of the mobile process for charities. While this is progress, the super-majority of American homes and offices also have MacBooks and PCs. So charities in the U.S. need to do more to optimize the digital fundraising funnel for these desktop consumers.”

The Online Fundraising Scorecard 2.0 (OFS 2.0), released this summer, is an update to Dunham+Company’s landmark research from five years ago. The study measured the online fundraising practices of the same 151 sample organizations in four key areas – email capture, email communications, donation experience, and gift acknowledgment. To see how your organization measures up, get your copy of The Online Fundraising Scorecard 2.0 from Dunham+Company.

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