The
importance of convenience in any field cannot be overstated, but it becomes an
even more potent determinant when it comes to fundraisers and other charitable
events. In this post, the importance of making it convenient for present and
potential investors/donors/benefactors will be highlighted, along with the
steps necessary to maximize that knowledge and improve any fundraiser’s success
rate.
Every
industry shares a few perpetual forces of forward movement that include but are
not limited to need, cost-effectiveness, and convenience. Long before covid was
ever a word, the world had already been moving steadily towards a digitized
market. The fact that the world’s richest man both founded and leads the world’s largest e-commerce
company is not a coincidence.
To
understand the implications here, all we need to do is look at the primary
cause that drove Amazon to be as big as it is today. Readers may have already guessed
that the answer is convenience. Need, demand, capacity, and various other factors
were and still are among the chief factors that allowed Amazon to become and maintain
its number one status as the global leader in e-commerce. However, almost none
of that would have even been relevant, had the convenience of receiving your
products at home not been as important for its customers, which at this point
is almost everyone.
Big as the
company is, Amazon is just one example. To get a better understanding of how
big the influence of convenience is across all facets of customer decision-making,
let’s take another example. In the past, CDs, DVDs, and Blu-ray discs were
thought to be irreplaceable because of how slim and portable they were. They contained
everything from Operating Systems and software applications to video games,
music, and movies.
Despite
their short-lived popularity though, discs got replaced by streaming services,
cloud storage, and direct downloads. There isn’t even an optical drive on your
laptop right now, a component that used to be a staple feature for all
computers until around the 2015 mark. This was possible because:
·
It
was more convenient and cost-effective for customers to stream media via a
service provider like Netflix, Hulu, Apple Music, Spotify, etc. than to buy
physical discs and store them.
·
It
was more convenient and cost-effective for customers to download and play video
games via clients like Steam, GOG, Origin, etc. than to buy physical discs and
store them.
·
It
was inconvenient to store physical discs after a point, while modern alternatives
(cloud storage, streaming) did not take up any additional space in a customer’s
home.
·
It
was more convenient and cost-effective for manufacturers to gradually exclude
the optical drive from as many of their products as they could.
There are
countless other examples that you should be able to find everywhere you look.
After all, technology exists to improve the way we do things by making each
task easier, more effective, and of course, more convenient. Next, let’s discuss how we can
incorporate the same philosophy to improve a fundraiser’s success rate by
making things more convenient for the present and future donors/benefactors.
Someone who
is moderately interested in the cause is far more likely to donate if your
fundraiser accepts the form of payment that they are familiar and comfortable with.
They are also a lot less likely to open a new account somewhere, just to donate.
This is what creates an obstacle borne out of inconvenience, which in turn, lowers
the overall funds that can possibly be raised by that fundraiser event.
Fortunately,
this problem can be easily avoided if you launch your fundraiser with
Givebutter. Givebutter is the pioneering global leader among free end-to-end
fundraising platforms for nonprofits. By creating, launching, and promoting
your own fundraiser with them, you should be able to accept Venmo donations without a hitch; the linked blog
post explains how to access Venmo donations.
Now, with
respect to the convenience factor, this is a big advantage. The social cash app
by PayPal has 40 million+ users who mostly utilize Venmo for making digital
donations to support social causes.
Your
fundraiser cause will be promoted to people who already have a history of
donating to similar causes. Once the most probable benefactors have been made
aware, it would be convenient for them to donate via the same app that they
already use to make contributions to similar causes. It simplifies and unifies
the whole process for both parties.
The success
of lean in business is based on the core principle of convenience and
cost-effectiveness. Try to reduce the number of steps in between awareness and
conversion by as many as possible. The longer it takes for a potential donor to
reach the final payment page, from the time they first came upon the fundraiser
site, the lower your chances of conversion will become. In the case of online
fundraisers, it’s always a good idea to provide as much information about the
cause/venture as possible, but each page should have one or more call-to-action
buttons. This will allow visitors to make donations as soon as they want to,
irrespective of where they might be on the site at that point.
Keep the
minimum donation amount as low as possible, with several tiers from thereon. This
improves accessibility, making it financially convenient for a lot more people
to make small donations along the lower tiers. Understand that by lowering your
minimum donation amount, you are not actually lowering the potential amount you
can raise from the fundraiser but increasing it.