I love this: My Action for Children. It does a great job of letting donors navigate through a variety of projects and fund the ones they like.
Donors can search by type of project or geographically within the UK. Donors are promised email reports from the projects they support.
As with any fundraising, this donor-choice genre has a lot of learning to do. What choices are meaningful to donors? What choices are confusing? How much detail does it take to motivate gifts? How much is too much? What's the right type of post-gift feedback? The only way to learn these things is to field the project and start measuring what happens.
It seems UK fundraisers are pulling ahead of US fundraisers in donor-choice sites like this. Fellow Americans, are we going to let that keep happening?
I have two minor complaints about this site, which I voice in hopes that they'll fix them to raise more funds:
- The photography majors in picture-perfect, cute-as-button children who appear to be stock photos, not real children. As you dig through the site, you start to see evidently real kids, and the authenticity factor goes way up. The site is at its best when the photos are real.
- There's an odd tagline on every page: "As long as it takes." Gosh, that's discouraging. Maybe that's a legacy brand element. They should take a second look at constantly reminding donors that helping needy kids is difficult and takes a long time. It may be an operational reality, but it sure seem like a marketing drag.
