Customer Satisfaction with Nonprofit Websites Increases Donations, Volunteering, Loyalty

New Study from ForeSee Results Shows Nonprofit Sites Play Key Role But Could
Perform Better
ANN ARBOR, Mich.--(Business Wire)--
Visitors to nonprofit websites are more likely to donate money, volunteer time,
and recommend the nonprofit to others if they are satisfied with their online
experience, according to a new study from ForeSee Results. The inaugural study
used the methodology of the University of Michigan`s American Customer
Satisfaction Index (ACSI) to gauge satisfaction of over 2,000 respondents who
visited nonprofit websites. In aggregate, nonprofit websites score 73 on the
study`s 100-point scale, below many other online industries, including Online
Banking (83), E-Retail (74), E-Government (74) and Automotive Websites (78).

"Between President Obama`s well-publicized call to serve and his recent support
of the Serve America Act, nonprofits are receiving a lot of attention and
interest," said Larry Freed, president and CEO of ForeSee Results. "Meanwhile,
our country is in the biggest financial crisis of our time, and most nonprofits
are struggling to remain afloat. This study shows beyond a shadow of a doubt
that nonprofit websites have long been underestimated and misunderstood and
actually have tremendous power and influence over donor and volunteer behavior."

Highly satisfied visitors to nonprofit websites are 49% are more likely to
donate money to the nonprofit and 38% more likely to volunteer when compared to
dissatisfied online visitors. Satisfied web visitors are also 66% more likely to
use the website instead of a costlier channel as the primary resource. By
channeling visitors to the website for information and donations, nonprofits can
reduce costs, build loyalty, and drive donations.

"Good nonprofit websites offer a unique opportunity to cut costs by reducing the
use of more expensive channels like direct mail and call centers, all while
making people more likely to donate and volunteer," added Freed. "It`s a
win-win."

The study shows that functionality is a top priority for nonprofit website
improvement followed by image and content. Nearly one-third of donors chose not
to give online because the website functionality was poor. Survey respondents
also reported concerns about resource allocation, security and error messages.

While the recession has led to a decline in donations overall, the study shows
that 83% of those who donated online in 2008 donated as much or more than 2007.
In addition, people who choose to donate online tend to donate more than those
who use other channels, indicating that nonprofits would be well-served to
strongly encourage and facilitate online donations.

About ForeSee Results

As the leader in online customer satisfaction measurement, ForeSee Results
captures and analyzes online voice of customer data to help organizations
increase sales, loyalty, recommendations and website value. Using the
methodology of the University of Michigan`s American Customer Satisfaction Index
(ACSI), ForeSee Results identifies the improvements to websites and other online
initiatives with the greatest ROI. With over 34 million survey responses
collected to date and benchmarks across dozens of industries, ForeSee Results
offers unparalleled expertise in customer satisfaction measurement and
management. ForeSee Results works with clients across industries, including:
retail, financial services, healthcare, hospitality, manufacturing and
government.

ForeSee Results, a privately held company, is located in Ann Arbor, Michigan and
on the web at www.ForeSeeResults.com.

ForeSee Results
Sarah Allen-Short, 301-518-2960
sarah.allen-short@ForeSeeResults.com
or
Kearns & West
Courtney Jenkins, 202-821-2120
cjenkins@kearnswest.com

Copyright Business Wire 2009