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More evidence that people want to pay online
31 October 2007, by , in Data Management, 2 comments

It would seem this would be self-evident at this point in the game, but in case it's not, here's more empirical evidence that, given the option to pay online or pay offline, your customers prefer to pay online.

One of my clients, the Child Life Council, has approximately 4,000 members. Until early this year, the only way a member could join or renew was to fill out a paper form and mail or fax it in. Since April, CLC has been live with a new association management system that allows members to join and renew online, paying with a credit card. In addition, customers can also purchase products and publications via the website, again paying with a credit card.

In the first month of going live, CLC was processing 30% of its transactions online (meaning customers were going online and paying with a credit card rather than sending information via snail mail or fax, all of which was processed automatically). Now at six months since go-live, over 5,000 financial transactions have been processed online, representing over 75% of its total transactions. Seventy-five percent! That is amazing, and yet totally expected.

It's simple. Customers want to manage their interactions with you at their leisure, in the manner that's most convenient for them. And buying online, 24 hours a day, seven days a week, is convenient.

So what is your organization doing to make buying from you more convenient for your members and customers?

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  • Ben

    Wes, what’s your advice on and experience with incenting people to pay online? For example, offering a 10% discount when you pay online.

  • Wes Trochlil

    Good question. The beauty of the web is that you can test this stuff. You could set up two different URLs with one being the discount and see which pulls better.

    I think it’s worth offering a discount when you first move sales online, in order to really push people to your site. Once they know you’re “open for business” you can probably eliminate the discount.

    Does that answer your question?

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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

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Tim Wilson, Executive Director
Western Arts Alliance

Tim Wilson
Western Arts Alliance
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