A satisfied vistor to a charity website is.... ?

• 65 percent more likely to recommend the site to others;
  
• 57 percent more likely to have a favorable overall impression of the organisation;
  
• 55 percent more likely to return to the site;


• 49 percent more likely to donate; and,


• 38 percent more likely to volunteer.

These are some of the fascinating conclusions from a survey by Ann Arbor, Michigan based ForeSee Results agency which gauged visitor satisfaction to a variety of charity websites across the US. (see The Nonprofit Times article, 4th May 2009)

Apparently, the top two reasons people gave for visiting nonprofit sites are news and events (40 percent) and to stay informed about the organisation’s cause (40 percent), while almost one in five (18 percent) specifically go to make a financial contribution.

What's all the more interesting though is that the above mentioned research and the article in The Nonprofit Times strongly argue that a charity's website presents colossal opportunities for engaging with present and potential donors.

So, the question is: Where are you focusing on right now?

Let me guess... the social media. After all why should you spend your time on your charity's boring website when you can really engage with people on facebook or Twitter?

And that’s just the problem — most charity websites are boring, look and feel the same, some of them have not been updated for ages and are generally un-engaging!

But think about it... while you are adding up all those Twitter followers and facebook groupies ... what you are actually doing is driving more traffic back to your charity's website.

Oooops - yes, that's right - your exciting social media tactics are sending people to your boring and un-engaging website. So what are you going to do about it?

If you are seeking to engage with people for more than a few fleeting moments then having an inspiring and engaging website - where they can visit again and again is worth the effort.

The Twitter effect: good news and bad news!

How do you feel about Twittering? What is your view on the explosion of this microblogging tool? Is it overhyped? Underused by charities? Is Twittering a good thing or a nuisance?

According to a recent article in the e-Marketer Daily over 12 million Americans will be Twittering in the US in 2009. Apparently this figure will be nearly twice the number of Twitter users in the US in 2008 and probably the UK is showing similar signs of growth in Twitter usage.

So, one thing is for sure that Twittering is a big thing right now. Where is the good news in this for charities that want to use social media to engage with new constituencies?

Well, the good news according to comScore Media Metrix is that the Twitter usage growth is being driven by the 25- 54 year olds. Yes, you heard it right... it is apparently the grown ups who are comfortable with techology who are Twittering away to their friends. Especially, the 45 - 54 year olds who are more likely to use Twitter than other age groups.

Interestingly enough, this is also one of those demographic segments who are likely to support charitable work and volunteer their time and expertise. So if you are looking to engage with more people of this age group - you need to start thinking about Twittering away on behalf of your charity.

The bad news - well according to recent data from Nielsen Online the bad news is that Twitter's retention rate is only 40%. In other words, more than 60% of Twitter users fail to return to the blog in the next month.

The Twitter site can not tell you when your blogs followers have signed off or how many of them have walked away so when you have their attention you must do all you can to direct traffic to your charity's website or find a creative way to hold their interest for a longer time.

Will Twitter fade away when the next hot thing comes along or will it continue to be a powerful marketing tool for relating to unique audiences? -

Who knows, only time will tell.... but for now, why not make the most of this free social media tool for getting the message about your charity out and for raising awareness and financial support