The conversation around data ownership in the nonprofit sector has primarily centred on charities - how they collect, manage, and control supporter data. But what about the donors themselves? As privacy concerns continue to grow, supporters are becoming more aware of how their personal information is used. If 58% of charities worry about platform owners collecting their supporter data, we have to ask - how many donors share that same concern?
Why Donors Are Paying Attention
In an age where data privacy is a mainstream concern, donors are becoming increasingly selective about who they share their information with. High-profile data breaches and aggressive marketing practices have made people wary of entering their details online, especially when it comes to charitable giving.
Here are some key donor concerns:
Where is my data going?
Donors want to know if their information stays with the charity they support or if a third-party platform collects it.
Will I get marketing emails I never signed up for?
Many donors are cautious about providing their email addresses, fearing they'll be added to lists they didn't opt into. (We've all been there!)
Is my personal and financial information secure?
Trust in online donation platforms hinges on their ability to provide visible security measures, such as encryption and clear privacy policies.
How This Affects Charities
A lack of trust in data handling doesn't just impact donor confidence - it can directly affect fundraising revenue. If donors hesitate to give online due to privacy concerns, conversion rates drop, and potential long-term supporters may disengage entirely.
Some of the biggest risks include:
Abandoned donations
If donors reach the checkout page and hesitate due to unclear data practices or irrelevant data capture questions, they may never complete the gift.
Loss of recurring donations
A one-time donor could become a regular giver, but only if they feel confident in the platform's security and transparency.
Reputational damage
If a donor feels misled or starts receiving unexpected communications, trust in the charity and the platform diminishes.
Beware of Hidden Data-Sharing Practices
Last year, we noticed a worrying clause in a WordPress donation plugin’s privacy policy—it shared donor data with third parties, but never listed who those third parties were. Those companies then had their own policies about data sharing, meaning donor details could be passed around endlessly.
Before you know it, your supporters are inundated with unwanted marketing and spam, and your charity is left dealing with the consequences—damaged trust, frustrated donors, and potential fundraising losses.
How donation platforms collect, store, and process supporter data should be a top priority for charities before implementation. Not all platforms treat data the same way, and hidden data-sharing practices can erode donor confidence.
What Charities Can Do to Protect Donors
Charities can take proactive steps to ensure their supporters feel secure when giving online. Here's how:
Choose Platforms That Prioritise Data Privacy
- Ensure that your fundraising platform gives you full ownership of donor data.
- Confirm that supporter details are not stored externally, shared or used by the platform for its own purposes.
- Check for security measures like encryption and GDPR compliance.
Communicate Data Practices Clearly
- Be upfront about where donor data goes and how it's used.
- Provide a clear privacy policy and easy-to-understand opt-in options.
- Reassure donors that their details won't be shared or sold to third parties.
Offer Secure and Trusted Giving Options
- Provide multiple payment options that donors trust, such as Apple or Google Pay, PayPal, and direct bank transfers.
Respect Donor Preferences
- Make opt-in choices clear and honour them - if a donor only wants a receipt and no follow-up, respect that.
- Allow donors to update their preferences easily or opt out of communications at any time.
The Right Platform Makes All the Difference
If donors are worried about their data, they may hesitate to give or decide to donate elsewhere. The good news is that charities can alleviate these concerns by choosing platforms that align with their values of trust, transparency, and donor-centricity.
At Dreamscape, we ensure that you own all of your supporter data. We don't store it for ourselves, we don't keep an external record, and we never contact your supporters. All data is transferred securely using encryption so both you and your donors can feel confident in the giving experience.
If you're unsure whether your current platform is the right fit, let's talk. Your donors' trust - and your fundraising success - depends on it.
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