The Annual Giving Exchange

The following email was sent from an alumnus to his alma mater.

“Congratulations! You have succeeded in making your online giving form so difficult to find that I will not be able to make a donation this year.”

Many online retailers (the ones that are still in business after six months) invest great time and resources to create an online experience that makes it simple and easy for customers to buy their products. Shouldn’t nonprofits be doing the same for their donors?

Design matters.

The folks at Amazon.com get it. Fundraisers should too.