The fundraising performance of charity websites: A US/UK comparison

Abstract

This paper reviews what is presently known about the use of the Internet for fundraising and provides a number of examples of successful practice. Having identified a paucity of research in relation to the benchmarking thereof, it provides a comparison of the performance of fundraising websites in the UK/USA and identifies the characteristics of those sites achieving superior performance. It concludes that for many charities the Internet remains a loss-making medium