6-Year Online Giving Study Helps Nonprofits to Fundraise More Effectively

Lori Halley 08 December 2010 0 comments

OGS_byVenue Network for Good and TrueSense Marketing have just released a landmark study of “the online giving experience” between 2003 and 2009. The Online Giving Study looks at $381 million in donations made to 66,470 different nonprofits through the nonprofits’ websites, donation portals and social networks.

Here are some highlights:

  • Just as the strength of the donor-charity relationship heavily influences offline giving, the online giving experience has a significant impact on donor loyalty, retention and gift levels. Small improvements to the online experience can make a big difference in donations.
  • Giving on social networks is significant, but donor loyalty is highest on charity websites that build strong connections with donors. Personality matters on these websites: The loyalty factor for donors acquired through generic giving pages is 66.7% lower than for donors who give via charity-branded giving pages.
  • Analysis of cumulative online giving (i.e., giving added up over time) via different pages powered by Network for Good shows that donors who gave via charity websites started at the highest level and gave the most over time. Those who used giving portals started lower and gave less over time. Those who used social giving opportunities gave the least initially and added little afterward.
  • Recurring giving is a major driver of giving over time and should be strongly encouraged in the giving experience.
  • A third of all online giving occurs in December, and 22% of annual giving happens in the last two days of the year. Online giving (by dollars) on December 31 is concentrated between 10 a.m. and 6 p.m. in each time zone.

As well as a selection of charts and graphs to help make sense of the data collected, the free report also provides “Tips” to help you use the information to improve your own online fundraising.

The full study and accompanying data, including stand-alone charts and a discussion forum, are available at www.onlinegivingstudy.org, where you will also find a link to a recording of How to Make the Most of Year-End Fundraising, a free Nonprofit 911 training webinar presented recently by Katya Andresen and Jeff Brooks.

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

Posted by Lori Halley [Engaging Apricot]

Published Wednesday, 08 December 2010 at 4:58 PM

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