Online fundraising may require different design strategies to get donors to give

Most charities aren’t tailoring their online fundraising strategies to the electronic device donors may use when deciding whether to click a “donate” button. That’s what our marketing research team determined when we reviewed the donation pages of every nonprofit on the Forbes Top 100 Charities list. Instead, people typically see identical appeals whether they’re using smartphones or personal computers. But in a series of studies we conducted regarding this issue, our team determined...