The Chronicle of Philanthropy has a great article about what prevents people from giving online (Confusing Web Sites Discourage Donors From Online Giving). What does it come down to? Bad design.
Nielsen Norman Group, which conducted the research and wrote it into this report. A summary of the biggest problems, which I can testify are the same problems we fix too:
- Poor presentation of the charity’s mission
- No information on how contributions are spent
- Poor page design and unclear content makes it hard to find how to donate
Most of those issues are text related, so make your changes right now.