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Are you making it easy to give (or buy)?

I received, in the mail this weekend, a letter from the ASAE Foundation, asking me for a donation. Having been a volunteer for ASAE for over 15 years, this letter has some appeal to me. (Kudos to ASAE for opening the letter with “As a volunteer…” Proof that someone there knows me!)

As I set the letter in my “to follow-up pile” I noticed the P.S. telling me I could donate online at www.asaecenter.org/annualfund. Bingo! They got me.

You see, for me, donating or buying anything has to be as eeeeeasy as possible. If you make me pick up a pen to fill something in, you’ve already greatly lowered the likelihood of my buying. Sure, I was going to follow up with the ASAE solicitation…eventually…maybe… But give me a link and let the computer fill everything out for me? Well, you’ve just exponentially increased your odds of making a sale to me.

So look at your organization and how you’re selling things. Or how you’re asking for donations. Are you making it as easy as possible to PAY for things? In other words, can I do business with you online, at my leisure, and when it’s convenient for me?

About author:
  • Wes,

    Glad you wrote this. I’m encouraged by organizations in the space finding ways to improve their usability. I wrote about this exact issue as it pertains to memberships and renewals here (http://bit.ly/auVaMS). There are many great opportunities to make life easier for those who want to give money or buy things.

  • Agreed. Easier is better, for everyone!

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“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

“We came to Wes because we were very frustrated with our existing AMS and we wanted to improve our capabilities as soon as practicable. Wes very quickly helped us through a process of identifying our needs, identifying potential vendors, and selecting a new system that we’ll be able to move into very quickly. I especially appreciated Wes’s candor about our processes as well as the systems we were looking at. He was a great resource to have in a period of high anxiety for our organization. I would highly recommend Wes for any similar project.”

Jack Chiasson, CMP Executive Director
National Association of Life Brokerage Agencies

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

Mary Pat Paris
International Registration Plan

“This is the second database implementation we’ve done since I have been at Western Arts Alliance (WAA). The first I did on my own. This time we engaged Wes Trochlil as our database planning consultant. Let me tell you, this process is a whole lot easier having Wes on your team! For a small association like WAA, it’s tempting for board and EDs to question the justification and expense of a database planning consultant. But it’s the small associations that need Effective Database Management the most. Wes strengthened our planning process, clarified our needs requirements, helped us steer around solutions that couldn’t meet our objectives, and saved us money in the long haul.”

Tim Wilson, Executive Director
Western Arts Alliance

Tim Wilson
Western Arts Alliance
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