Donors Give Happy: Creating a Seamless Donation Experience
August 2024
Happy Donors = More donations!
Can you increase your fundraising totals by simply making the donor experience really easy?
If you can offer a speedy, hassle-free way to donate will it put donors off, or mean they give more and more frequently?
We all know that we feel great when we are able to help someone or give to a charity that
can help on our behalf. But does the actual process of giving need to be lengthy or be an
effort to make it worthwhile?
Our research indicates that an easy donation process can significantly influence our
willingness to give. Here are our top 5 psychological factors that we believe are at play:
1. That Feel Good Factor:
- Pleasure and Satisfaction: Easy experiences often evoke positive emotions, creating
a sense of well-being. People are more inclined to give when they feel good. A
Harvard Business Review in 2008* stated that the act of giving releases dopamine
and endorphins which give us that wonderful positive feeling. - Gratitude: When we give or receive a gift, we often feel grateful, thereby boosting
our happiness, health and social bonds. - Passion: Remember that your donors are passionate about your charity, this is why
they have chosen to donate to your cause. By making the process easy, it shows you
care about their experience and value their support.
2. Chillin:
- Effortless Engagement: Easy experiences require less brain power. This frees up to
focus on other aspects, such as the act of giving itself or the effect our giving is
having on others. - Increased Generosity: When we're not mentally taxed, we're more likely to think
about the needs of others and engage in altruistic deeds.
3. Perceived Value:
- Enhanced Satisfaction: Easy experiences often lead to higher perceived value and an
increase in trust. We associate the product or service with positive outcomes,
making us more willing to support them in the future. - Loyalty and Advocacy: Positive experiences foster loyalty, increasing the likelihood
of repeat donations, more often and with a higher referral rate.
4. Social Sharing:
- We love to talk: Easy experiences are often shared positively with others. This
creates a sense of social proof, encouraging others to participate and give too. - Giving is Contagious: Positive recommendations build trust in the charity or
organisation, with a ripple effect, making our friends and family more likely to follow
with their support.
5. Habit building:
Routine and Ease: When an experience is consistently easy, it becomes a habit. Giving can become part of this routine, increasing the likelihood of continued
donations.
At Dona Donations, we love to give our donors an easy process to support their chosen
charity.
Contactless card payments mean no need to carry cash and it is quick and easy to
‘tap to donate’.
If your charity could benefit from a boost to your fundraising with contactless card donation
please do contact us today.
*Harvard Business Review 2008 – Professor Michael Norton –
https://greatergood.berkeley.edu/article/item/5_ways_giving_is_good_for_you