World Vision (2013) is a very well-known charity that focuses on helping children and their families in underdeveloped countries fight poverty and injustices (About Us, para. 1). According to Frank Barry (2013), an expert on using digital communication tools to promote and fundraise for charities, a key feature in making a website that encourages donations is to use compelling imagery (para. 19). The homepage of World Vision’s website displays a series of images that can connect with its audience. The images are of children who, although living in poverty, have happy expressions suggesting that the work of World Vision has positively impacted their lives. According to Barry, audiences will engage more with a website that shows these types of images because it helps people see the impact and value of their donation (para. 19 - 20).
Barry also stresses the importance that audiences are more likely to donate if the organization is transparent (para. 54). On World Vision’s homepage a pie chart is shown that displays exactly where its money is distributed. By sharing financials, the audience is more inclined to give because they can see exactly where their donation is making an impact (para. 54 - 55).
To encourage long-term retention and see an increase in donations, Barry says that audiences like to see exactly what their donation can provide (para. 63). World Vision is unique where by the donor can see the child and their family that they are supporting. Visually seeing the person you are helping provides an emotional appeal to the donor (para. 63). World Vision’s donation page allows potential donors to select a variety of gifts that they can give to their child and his or her family. The selection of goats, mosquito nets, medicine and a variety of other gifts further allow the audience to see exactly what their money has provided. World Vision also sends photos and updates to the donor for their contributions.
World Vision also has placed its branding on every single page of its website. Potential donors will find this trustworthy and secure (para. 18). A fully branded site will encourage confidence for the audience that they are donating on a secure site (para. 18).
The donation process on World Vision’s website is very easy. It allows users to pay by either Paypal or credit card. The forms are easy to fill out, are simple and do not require a lot of time spent on them. This makes audiences more inclined to give because of its simplicity and user-friendly donation system (para. 25 - 27).
People are using mobile sites more often so it is essential that charities trying to gain donations online create a mobile-friendly website. World Vision has adapted to this trend by making its website completely accessible on smartphones. Potential donors are able to donate through smartphones which is often convenient for tech-savy, on-the-go audiences.
Donationto, a website that promotes non-profit digital communications says the audiences are more inclined to give when the content of the website tells a story (Donationto, 2012, para. 3). World Vision incorporates storytelling throughout its website. It tells stories of the children and their families that are part of World Vision programs, it shows influential Canadian celebrities that travel with the organization to get a first-hand experience of what they do, and the website also tells stories of children who are affected by war in their country.
World Vision’s use of imagery, transparency, user-ability and storytelling are a good example of how these key elements play an important role of attracting donations through a website.
References:
Barry, F. (2013, June 24). 15 Techniques Used by Top Nonprofits to Boost Donor Acquisition and Online Fundraising Results [Blog post]. Retrieved from http://www.npengage.com/online-fundraising/boost-donor-acquisition-online-fundraising/?utm_content=bufferd8734&utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer
Donationto. (2012, September 20). 6 Online donation Tips for Better Fundraising [Blog post].
Retrieved from http://www.donationto.com/blog/6-online-donation-tips-for-better-fundraising/
World Vision. (2013). About Us. Retrieved Jan. 27, 2013 from https://www.worldvision.ca/ABOUTUS/Pages/default.aspx
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