A friend recently relayed his experience donating to a ministry. He got on his phone, entered his credit card information, and then got to the authentication bit, a requirement for the processing company. At that stage, it became frustrating. My friend was patient enough to complete his donation, but would others? And while it was not the ministry itself that caused the problem, but the processing company, my friend did not know that and at that point, it didn’t matter. The experience caused friction.
How do you remove friction from the donor experience? How do you make sure when people donate, they have an Amazon-like buy with one-click type experience. How does Amazon create that buy with one-click that has made them so much money?
With effort and leadership. With a culture that is intentional to take the customer experience seriously.
If you want to provide strong leadership for your organization in this area, make sure you pay attention to the donor experience and continually remove friction.
