In the digital age, where online presence can make or break a company, it's surprising that many well-established charities may be 'sleeping giants.' Recent research has shed light on a category of charities with a strong brand, a solid reputation, and authority in their space - yet their digital potential remains untapped.
So, what exactly is holding these charities back?
The study states:
"These brands could benefit most from resolving their on-site tech and structural issues. Identification of those problems, and dealing with them in a priority order, should be their key objective."
Despite their influence and reach, these charities are hindered by outdated websites, poorly structured content, and technology that isn't fit for purpose. With online fundraising increasingly driven by supporter expectations for seamless digital experiences, these issues are more than minor inconveniences- they're barriers to growth.
The Cost of Being a Sleeping Giant
A basic WordPress template or a website designed several years ago may have been sufficient in the past, but today's supporters expect more. Consumers are accustomed to a certain level of technology and ease of use. They demand:
- Instant Gratification: Supporters expect quick, hassle-free interactions that deliver instant gratification through stewardship sequences, automated thank-you emails, and real-time updates.
- Ease of Use: Frustrating user experiences, confusing navigation, or lengthy donation forms can turn potential donors away in seconds.
- Automation of Mundane Tasks: People don't want to spend unnecessary time on repetitive tasks. Features like digital wallet donations, address look-up, and recurring giving options aren't just nice-to-haves anymore—they're expected.
Every friction point on your website or fundraising platform is a potential drop-off point for a supporter. And while your charity may have a powerful brand and an inspiring mission, if the digital experience doesn't match, you're likely losing significant support.
Awakening the Giant: Steps to Take
The good news is that sleeping giants don't have to stay asleep. With the right approach, charities can wake up to their full potential and start delivering the digital experience their supporters demand.
- Identify Key Issues: Start by auditing your current digital presence. Look at your website structure, content, and technology stack. Are there outdated elements? Is it modern and fit for purpose? Is your website a fundraising tool in itself?
- Prioritise Fixes: Not all issues need to be addressed at once. Focus on high-impact areas first - like improving donation flows, simplifying event sign-ups, and enhancing mobile responsiveness.
- Adopt Fit-for-Purpose Technology: A standard content website might no longer meet your needs. Consider platforms designed specifically for non-profits with built-in fundraising tools, seamless CRM integration, and automated stewardship features.
- Enhance Supporter Experience: Today's supporters expect a smooth, personalised experience. Invest in tools that allow segmentation and automation to deliver the right message to the right person at the right time.
Time to Rise
Being a sleeping giant isn't bad - it means your charity has immense potential waiting to be unlocked. By addressing on-site issues and embracing modern digital tools, you can transform your online presence and maximise your impact.
2025 is the perfect time to start. Don't let outdated tech hold you back - wake up, step up, and show the world what your charity can achieve.
Are you interested in learning how to revamp your digital strategy and start the year strong? Get in touch - let's wake the giant together.
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