An excellent report on online giving from Network for Good and TrueSense Marketing.
This isn’t another study about the rapid growth of online giving (though it is skyrocketing)—it’s a call to reinvent donor relationships. This groundbreaking study from Network for Good and TrueSense Marketing examines the online giving experience not only on nonprofits’ websites, but also via donation portals and social networks, and finds it is directly tied to donors’ likelihood of giving more—and more often. The study covers:
Tidbits from the Executive Summary:
The report is full of valuable information. The major theme is exactly what I thought and exactly what we preach every day at TexasNonprofits....and that is that online giving is as much about forming and cultivating donor relationships as any other form of fundraising.
“The average size of online gifts is falling and is attributable to two factors. First, online giving is becoming more mainstream. Early adopters to technology—who tended to be wealthier—represented a large portion of early online giving. Now, a more representative group of donors is giving online.
Second, the recent rise of portal giving and social network giving has pulled down average and median gifts online: When giving was analyzed by specific venue, charitable websites showed a less dramatic drop than when social networking sites were included.” [Echoing the 'personality' point made in #3 above.]
Nonprofits should not conclude that giving portals and social networking charity sites are a bad thing. They are a valuable service to donors, and they’re proliferating. They likely funnel gifts to organizations that wouldn’t have received them otherwise. They also probably serve as an “entryway” or “on-ramp” for people who are new to charitable giving or your cause.
Go meet and get to know one another.
Access this study at http://www.onlinegivingstudy.org/