An interesting blog I stumbled upon, thanks to the leads provided by John Dodds of Make Marketing History. “Social networking for charity fundraising has a 99.3% lurkers and 0.7% contributors,” says this blog. “Our research on the user experience of donating to charities online found that most non-profits don’t provide the information users want before they’re willing to be separated from their money.”
Which means the website is not engaging. Not nice to look at, not that interesting to read. So users can’t be bothered to donate.
This is why you need digital storytellers: the designers, the copywriters, the editors.
Read more on the “90-9-1” rule and participation inequality here.
No, it’s the not the marketing principle on which my dissertation was based, but it’s true, only a small percentage of individuals on the mailing list that I observed was actively engaged in conversations. The rest didn’t contribute at all to the conversations. But they didn’t opt out of the mailing list either.