Plus How to Optimise Your Website for Seniors and A Website Donation page Analysis (Case Study)
Written by Dr Samuel Davies
In the world of fundraising, one demographic stands out: seniors. Research consistently shows that older individuals are generous donors, and organizations that focus their efforts on reaching this group can significantly boost their fundraising success.
- According to a report by the Blackbaud Institute, individuals aged 65 and older donate 33% more often than younger age groups, contributing more frequently to charitable organizations than their younger counterparts.
- A Merrill Lynch study found that 60% of total charitable donations in the U.S. come from donors aged 50 or older ( older individuals represent the largest share of charitable giving)
- A report by Fidelity Charitable found that donors over 65 contribute an average of $1,672 per year, significantly higher than younger donor who not only donate less overall, but also are shown to have less brand/charity loyalty
- Seniors also play a pivotal role in planned giving and bequests. The Lily Family School of Philanthropy noted that 43% of donors aged 65 and older include charitable bequests in their wills, compared to only 3% of donors under 50.
These statistics demonstrate that older individuals not only donate more frequently but also tend to contribute larger amounts, making them a critical focus for fundraising efforts. With the growing shift toward online donations, however, it’s critical to ensure that donation platforms are designed with seniors in mind. As more seniors embrace the digital world, certain barriers make it difficult for them to donate online easily and confidently. Let’s explore the three most common problems seniors face when donating online and how to solve them.
1. “I Can’t Read the Donation Page”
As we age, starting in our mid-40s, our eyesight tends to decline. This is a natural part of ageing, but it poses particular problems for seniors who are trying to read text on websites. The challenge is often compounded by the fact that many donation pages aren’t optimised for accessibility. Tiny font sizes, cluttered layouts, and poor contrast make reading on small screens, such as smartphones or tablets, even more difficult.
How to Solve This Problem: To make your donation page more readable for seniors, focus on the following accessibility improvements:
Use larger, clear fonts: A font size of at least 14 pt is recommended, but consider going even larger, particularly for headlines and key information. Avoid overly stylized fonts that may be hard to read.
Leverage whitespace: Generous amounts of whitespace around text blocks and between lines help make reading less strenuous. It also reduces visual clutter, making the page feel more open and navigable.
Increase contrast: The combination of text colour and background colour is crucial. Stick with dark text on a light background, as it’s the most readable. Avoid coloured text against busy or patterned backgrounds, which can create visual noise and strain the eyes.
By focusing on these design elements, you can help seniors easily read and navigate your donation page, reducing frustration and improving their experience.
2. “Is This Donation Page Reliable?”
Security is a major concern for seniors when it comes to online transactions. Many are wary of entering their personal and financial details into websites, and rightfully so. Studies indicate that a large proportion of seniors are apprehensive about data breaches or falling victim to online fraud. Fear of scams, identity theft, and malicious links can deter them from completing an online donation, even if they are inclined to support your cause.
How to Solve This Problem: Building trust and providing reassurance is essential when it comes to online donations. Here’s how to make your donation page feel more secure to seniors:
Display trusted security certifications: Highlight badges from well-known security organizations like Norton, McAfee, or the Better Business Bureau as well as charity commission and fundraising regulator. These logos serve as visual cues that your site takes data security and governance seriously.
Include testimonials and real-life examples: Feature photos and quotes from past donors or beneficiaries of your cause. These personal stories can build an emotional connection and establish trust in the minds of potential donors.
Provide a clear contact option: Make it easy for donors to reach out if they have questions or concerns. Include a prominently displayed phone number, email address, or even a live chat option. If possible, feature a photo of the team or individuals they may interact with, which adds a human touch.
Show social proof: Demonstrating that others have successfully and safely donated can reduce fear. Displaying the number of donors or featuring testimonials can instil confidence.
By providing clear, reassuring signals, you can ease concerns and encourage more seniors to feel comfortable completing the donation process.
3. “I Don’t Understand the Internet”
Navigating the internet can be daunting for seniors, especially those who are less familiar with digital technology. For some, the idea of filling out forms or completing an online transaction can feel overwhelming and confusing. If a donation page has too many steps or is not user-friendly, seniors may give up before finalising their donation.
How to Solve This Problem: Simplifying the donation process is key to making it more accessible for seniors. Here’s how you can streamline it:
Keep forms short and simple: Collect only the most essential information during the initial donation. The fewer fields they have to fill out, the more likely they are to complete the form. You can always follow up later for additional details via email or phone.
Break the process into manageable steps: Rather than presenting a single long form, break it into three simple stages:
- Specify the donation amount and frequency (one-time or recurring).
- Enter personal information such as name and email.
- Select a payment method using familiar, secure options like credit cards or PayPal.
Provide visual guides: Include helpful instructions, tooltips, or even videos that walk seniors through each step. Use icons or simple graphics to guide them along the way, making the process less intimidating. By simplifying and visually guiding seniors through the donation process, you can dramatically increase the chances of them completing their donations without frustration.
Core Lessons for Optimising Your Donation Page for Seniors
1. Accessibility Equals Inclusivity: Your donation page should be designed to accommodate a wide range of users, particularly seniors who may have visual impairments or less digital literacy. By prioritising readability and clarity, you not only make your page more senior-friendly but also improve the experience for all users.
2. Trust Is the Foundation of Online Giving: Seniors need reassurance that their personal information is safe when making an online donation. A secure, trustworthy experience is critical to alleviating concerns and encouraging more donations. Implement security badges, testimonials, and accessible contact options to build confidence in your platform.
3. Simplify to Empower: A smooth, easy-to-navigate donation process reduces friction and empowers seniors to contribute without feeling overwhelmed. The more intuitive and streamlined the process, the more likely they are to complete the donation.
By addressing these three common problems—readability, reliability, and usability—you create a welcoming and secure environment for seniors to donate online. This donation pathway can be effectively monitored using google-analytics to see the drop off rate along this pathway (more about this in a later blog). By addressing these three common issues, you can create a more inclusive and effective fundraising strategy.
Here is a case study/ review of a donation page for a leading UK development charity:
