Donors want to give, but they want the giving experience to be one they feel good about. For online donors, feeling good means a smooth, efficient experience, one without any problems or snags.
During the AFP 50th International Conference on Fundraising, Nathaniel Ward of the Heritage Foundation, Tim Kachuriak of Next After and Dan Gillett of Kimbia identified those problems or snags as friction, and they said it can have an effect on return on investment (ROI).
Their advice was to reduce friction in the online giving experience, and they said it could be done with the following steps:
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