Convio, Sea Change Strategies, and Edge Research just released the results of their national research study on the trends of online giving. The study surveyed more than 3,000 donors from 23 major nonprofit organizations to determine the online behaviors and preferences of one of the nonprofit sector’s most important constituents. These individuals were ones that give an average of $10,896 to various charities each year, with a minimum gift of $1,000.
Some important statistics from the study that nonprofits should be aware of are:
80 percent of those surveyed made donations both online and offline. 72 percent of those surveyed said donating online is more efficient and helps charities reduce administrative costs. 51 percent of those surveyed said they prefer giving online. 46 percent said that five years from now they will be making a greater portion of their charitable gifts online. Only 40 percent of those surveyed said that most charity websites made them feel personally connected to their cause or mission. 74 percent of those surveyed said it was appropriate for the charity to send an email reminding them to renew an annual gift. 65 percent of those surveyed said they always open and glance at emails from causes they support. These statistics provide important insight that nonprofits should use to help in their marketing and fundraising. Clearly, websites must be developed so as to truly connect with donors (current and potential), connecting with the heart not just impressing with facts. Tools for online giving should implemented and made known to donors.
It is a common misconception that donors want to be left alone, not 'bothered' with emails. However, this isn't true- Donors want to know how your ministry is doing, how their gift helped, how they can continue to help! Obviously, there would be a point where you could take it to an extreme and then it would become obnoxious, but for the most part donors do want to know.
Take some time and read through articles on online fundraising/marketing. Actively seek new ways to connect with your donors- because you have passion for your ministry and want them to get a taste of that, not because you just are looking for money. Sustainability and fundraising are important, but those can only be built upon a solid foundation of relationships first.
For helps on getting started in online marketing and fundraising, view Christian Foundation Grant's article: http://www.christianfoundationgrants.com/NewsView.aspx?id=34
Jessica High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online.