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Why Online Satisfaction Should Matter to Nonprofits
April 27, 2009
by Larry Freed
President and CEO, ForeSee Results
Satisfaction is only a means to an end, as satisfied customers are
scientifically proven to be more likely to:
• Donate
• Volunteer
• Use the website as a primary resource
• Return to the site
• Have a more favorable overall impression of the organization
Once satisfaction is put in context as a scientific way to drive online
and offline behavior during a recession, the focus on increasing
satisfaction scores takes on greater importance as a time-sensitive
need with an impact on the bottom line, not just a “nice to have.”
Comparing the future behaviors of highly satisfied and dissatisfied
site visitors clearly shows the value of a satisfied customer. Visitors
who were highly satisfied with their website experience were
much more likely than dissatisfied visitors to engage in future
behaviors essential to the success of most nonprofits.
The advantages of a highly satisfied website visitor are clear:
• Value and bottom-line impact: a highly satisfied website visitor is
49% more likely to donate to the nonprofit and 38% more likely to
volunteer.
• Cost savings: a highly satisfied visitor is 66% more likely to use
the site as a primary resource rather than more costly channels like
field offices or call centers. Anytime people can be encouraged
to donate or get information online, the nonprofit saves money.
• Loyalty: a highly satisfied site visitor is 55% more likely to return
to the website and 57% more likely to have a favorable impression
of the organization overall.
• Word of Mouth: a highly satisfied site visitor is 65% more likely to
recommend the website and 49% more likely to recommend the
organization to others.
This data makes a compelling case that a nonprofit website has
huge potential to impact donor and member behavior across
channels.
Armed with information on just how influential the website is,
any nonprofit should be able to make the case for an increased
focus on website improvements that will significantly impact online
customer satisfaction.
Entire Paper can be downloaded here.
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The Nonprofit Tagline Report An In-Depth
Survey and Analysis: Building Your Branding
Eight Words or Less
BY NANCY E. SCHWARTZ
Survey Research Questionnaire Development
By Dr. Michael Bewley
Enalysis Survey Services
The Effective Survey Project Plan
By Dr. Michael Bewley
Enalysis Survey Services
Click Title to Download Resource
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MSA survey shows students oppose concealed
carry rights
More than 7,000 students voted in the survey.
By Campbell Massie
Published May 5, 2009
A Missouri Students Association (MSA) survey revealed
Monday that 76 percent of MU students who participated in
the survey are opposed to concealed carry on campus.
MSA conducted the survey in response to an amendment to a
bill that passed the Missouri house that allows concealed
carry rights on public university campuses. Rep. Brian
Munzlinger, R-Williamstown, added the amendment to a bill
that reduced the minimum age to receive a concealed carry
permit from 23 to 21.
The survey had 7,367 responses from MU students, which is
a larger amount of responses than in recent MSA
referendums about sustainability, gender inclusion in the
university's nondiscrimination policy. Even the MSA
presidential elections garnered just shy of 5,000 student
votes, MSA President Jordan Paul said.
MSA passed a resolution April 15 against the House bill,
before they conducted the survey.
"Honestly, I am not surprised by the results," MSA Senate
Speaker Amanda Shelton said. "If anything it is a stronger
affirmation of what the Senate has already voted on."
Although the survey was conducted by MSA's executive
branch, it does not hold the weight of an official referendum.
Referendums must be passed through MSA Senate before
being sent to students. Paul said conducting the survey while
the issue was still fresh in students' minds was most
important.
When the survey was first issued, a glitch delayed its release
for several hours Monday morning. It concluded Friday
afternoon.
Associated Students of the University of Missouri board
chairman Craig Stevenson said he was not surprised by the
results of the survey because they coincided with the results
that ASUM found in an earlier survey.
Stevenson said he thought the wording in the ASUM survey
did not make it clear that there is a permit that must be
acquired legally in order to have concealed carry, which would
then extend to the campuses as well. The MSA survey
clarified that language.
Stevenson said he feels that the survey shows that students
are overwhelmingly opposed to having guns on campus, with
or without the altered language.
The number of students that participated in the survey is
something Stevenson hopes resonates with Missouri
legislators to show that they care about this issue, but that
they want to be politically active, he said.
Paul said he feels the combination of the MSA and ASUM
surveys, as well as the MSA Senate resolution affirms the
student body's position.
While Paul doubts the legislation on the state level will go
anywhere this session, state representatives will now have
the results of the survey to take into consideration of the
subject returns next session.
MU College Republicans Chairman Jonathan Ratliff helped to
draft the legislation and is lobbying for the bill in Jefferson City
with Munzlinger.
"We are doing this because it's your constitutional right," he
said.
Ratliff said he felt a public opinion poll like the ASUM and MSA
surveys should not hinder his right to bear arms. He said he
plans to bring the bill back next legislative session because
he believes Missourians support it.
"I will bring it back every year that I am in Missouri," Ratliff
said.
©2009 The Maneater Student Newspaper
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