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:
With some mighty big funders losing money because of the bad economy and the Bernard Madoff Ponzi scheme, this is a good time for nonprofits embrace grassroots fundraising. This, after all, is how the president-to-be was able to raise such an enormous sum: lots of people making moderate donations.
If you're not raising funds online, do it! Too many websites make it too hard – or impossible - to give online. Here are the top 10 transgressions I’ve seen many times. Learn from these mistakes.