Online Donations Still Up in a Down Economy

Lori Halley 10 December 2008 2 comments

What does an uncertain economy mean for the bottom line of nonprofit fundraising efforts?  "Overall, the news is good," says Sarah DiJulio, Executive Vice President of M+R Strategic Services. The economy may be down, but online donations are up — so far.

According to a new MRSS study, a drop in the average size of charitable gifts in September and October 2008 has been balanced out by an increase in the number of donations, for a net gain in online donations.

online fundraising statistics DiJulio cautions nonprofit fundraisers not to count on this positive trend keeping on through to the year-end, however:

“Despite the relatively good news for online donations, we have to warn nonprofits not to get complacent about online fundraising. Many economic analysts predict the current economic crisis will continue to worsen before it gets better. And the fact that growth was slower in October of 2008 may be a sign of things to come.”

How can nonprofits try to maximize their online fundraising in difficult economic times like these?

Stick closely to your mission in your messages, DiJulio recommends. “Reminding your constituents of the current economic crisis, even when it is topical and strengthens your case for giving, does not make donors more likely to give, and may actually turn them away from giving.” Instead, focus on the compelling reasons why people should donate to your organization.

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Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Wednesday, 10 December 2008 at 3:30 AM

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Comments

  • Big Marketing For You » Blog Archive » Wild Apricot Blog : Online Donations Still Up in a Down Economy said:

    Wednesday, 10 December 2008 at 2:32 AM
  • John Haydon said:

    Wednesday, 10 December 2008 at 5:25 AM

    Rebecca,

    Great post - I'll have to Retweet!

    This post clearly makes the case for the development of a social media strategy to leverage the benefits of their Wild Apricot subscription.

    “Despite the relatively good news for online donations, we have to warn nonprofits not to get complacent about online fundraising. Many economic analysts predict the current economic crisis will continue to worsen before it gets better. And the fact that growth was slower in October of 2008 may be a sign of things to come.”

    The gain in online donations can be directly affected with social media. With tools like Twitter, Facebook, Flickr and Youtube, non-profits can converse with their fans, fire them up, and ask for specific (but achievable) actions.

    Keep the goodies coming!

    John

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