Network for Good and TrueSense Marketing recently went mining through $381 million in donations made through their platform. They looked at 3.6 million gifts, 1.879 million unique donors, and 66,470 different nonprofits through a seven-year time span (2003-2009).
The big finding? Relationships matter.
“When we talk tech, we tend to focus on the latest new bell, whistle, or widget for fundraising. But raising funds online is not about technology, any more than raising funds through the mail is about paper. It’s about the relationship between the nonprofit and the donor who wants to support a cause. People who give online are no different from other donors in that they expect a relationship – not simply a transaction – with the organization they support.” says Katya Andresen, Network for Good’s Chief Operating Officer.
The study’s findings include the following:
- Small improvements to the online experience can make a big difference in donations. For example, the loyalty factor for donors acquired through generic giving pages is 66.7% lower than for donors who give through charity-branded giving pages. In other words: don’t settle for generic. Let your nonprofit’s personality shine through. And never forget to tell your story.
- Giving on social networks is significant, but donor loyalty is highest on charity websites that build strong connections with donors. In other words: donors are more likely to take action if you engage them.
- But… Nonprofits should not conclude that giving portals and social networking charity sites are a bad thing. They serve as an “entryway” or “on-ramp” for people who are new to charitable giving or your cause. In other words: using social media is a great way to grab attention.
Read more about the findings on the NTEN Blog, or download the whole study for free at www.onlinegivingstudy.org
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- Social Media Q&A for Nonprofits
- Tuesday, March 1, 2011 Register Now
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