May 29, 2008

Charity Finds New Ways to Increase Online Gifts

By Holly Hall

Simple changes can often make a big difference in how much money a charity's Web site raises.

Amnesty International learned that lesson when it tested several different approaches to see which ones were most effective. Donordigital, a San Francisco consulting firm that helped the charity, has released some of the results the charity achieved.

Among the highlights:

  • Increasing the size of a button that said "click to donate" resulted in 25 percent more gifts from

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