{"id":1971,"date":"2011-01-09T15:42:19","date_gmt":"2011-01-09T22:42:19","guid":{"rendered":"http:\/\/dragonflyeffect.com\/blog\/?p=1971"},"modified":"2011-02-07T22:34:28","modified_gmt":"2011-02-08T05:34:28","slug":"how-to-increase-donor-loyalty","status":"publish","type":"post","link":"https:\/\/dragonflyeffect.com\/blog\/how-to-increase-donor-loyalty\/","title":{"rendered":"What Can A Few Million Donors Tell Us About Online Fundraising?"},"content":{"rendered":"<p><a href=\"https:\/\/i0.wp.com\/dragonflyeffect.com\/blog\/wp-content\/uploads\/2011\/01\/A-crowd-of-500000-people-002.jpg?ssl=1\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"1977\" data-permalink=\"https:\/\/dragonflyeffect.com\/blog\/how-to-increase-donor-loyalty\/a-crowd-of-500000-people-002\/\" data-orig-file=\"https:\/\/i0.wp.com\/dragonflyeffect.com\/blog\/wp-content\/uploads\/2011\/01\/A-crowd-of-500000-people-002.jpg?fit=460%2C276&amp;ssl=1\" data-orig-size=\"460,276\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"A crowd of people\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/dragonflyeffect.com\/blog\/wp-content\/uploads\/2011\/01\/A-crowd-of-500000-people-002.jpg?fit=460%2C276&amp;ssl=1\" class=\"alignright size-medium wp-image-1977\" alt=\"Photo of a crown of people\" title=\"A crowd of people\" src=\"https:\/\/i0.wp.com\/dragonflyeffect.com\/blog\/wp-content\/uploads\/2011\/01\/A-crowd-of-500000-people-002.jpg?resize=300%2C180&#038;ssl=1\" alt=\"Crowd of people\" width=\"300\" height=\"180\" srcset=\"https:\/\/i0.wp.com\/dragonflyeffect.com\/blog\/wp-content\/uploads\/2011\/01\/A-crowd-of-500000-people-002.jpg?resize=300%2C180&amp;ssl=1 300w, https:\/\/i0.wp.com\/dragonflyeffect.com\/blog\/wp-content\/uploads\/2011\/01\/A-crowd-of-500000-people-002.jpg?w=460&amp;ssl=1 460w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>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).<\/p>\n<p>The big finding? <strong>Relationships matter. <\/strong><\/p>\n<p>&#8220;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\u2019s  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 &#8211; not simply a transaction &#8211;  with the organization they support.&#8221; says <a href=\"https:\/\/dragonflyeffect.com\/blog\/listen-more-than-you-talk-share-more-than-you-create-and-point-to-others-more-than-you-promote-yourself\/\">Katya Andresen<\/a>, Network for Good&#8217;s Chief Operating Officer.<\/p>\n<p>The study&#8217;s findings include the following:<\/p>\n<ul>\n<li>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&#8217;t settle for generic. Let your nonprofit&#8217;s personality shine through. And never forget to <a href=\"https:\/\/dragonflyeffect.com\/blog\/the-power-of-storytelling\/\">tell your story<\/a>.<\/li>\n<li>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 <a href=\"https:\/\/dragonflyeffect.com\/blog\/model\/engage-others\/\">engage them<\/a>.<\/li>\n<li>But&#8230; Nonprofits should not conclude that giving portals and  social networking charity sites are a bad thing. They serve as an \u201centryway\u201d or \u201con-ramp\u201d for  people who are new to charitable giving or your cause. In other words: using social media is a great way to <a href=\"https:\/\/dragonflyeffect.com\/blog\/model\/grab-attention\/\">grab attention<\/a>.<\/li>\n<\/ul>\n<p>Read more about the findings on the <a href=\"http:\/\/www.nten.org\/blog\/2011\/01\/04\/what-19-million-donors-can-tell-us-about-fundraising-web-cliff-notes-tour-online-giving-study\">NTEN Blog<\/a>, or download the whole study for free at <a href=\"http:\/\/www.onlinegivingstudy.org\/\">www.onlinegivingstudy.org<\/a><\/p>\n<p>&#8212;<\/p>\n<p>Want to learn more about how to use social media for social good? Check out these upcoming, FREE* webinars from our friends at <a href=\"http:\/\/www.charityhowto.com\/upcoming.php\" target=\"_blank\">CharityHowTo.com<\/a><\/p>\n<ul>\n<li><strong>10 Steps To Getting More Out Of Facebook For Your Nonprofit<\/strong>\n<ul>\n<li>Tuesday, February 1, 2011 <a href=\"http:\/\/su.pr\/1hVVrG\" target=\"_blank\">Register Now<\/a><\/li>\n<\/ul>\n<\/li>\n<li><strong>Social Media Q&amp;A for Nonprofits<\/strong>\n<ul>\n<li>Tuesday, March 1, 2011\u00a0<a href=\"http:\/\/su.pr\/6HpAiZ\" target=\"_blank\">Register Now<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>*You need to be logged in to your Facebook account to access the free registration<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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. &#8220;When we talk tech, we tend to focus on the latest new &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/dragonflyeffect.com\/blog\/how-to-increase-donor-loyalty\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;What Can A Few Million Donors Tell Us About Online Fundraising?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[48,31],"tags":[113,114,112,57,59,116,36,115],"class_list":["post-1971","post","type-post","status-publish","format-standard","hentry","category-grab-attention","category-nonprofit","tag-charity","tag-donations","tag-donors","tag-fundraising","tag-katya-andresen","tag-network-for-good","tag-nonprofits","tag-online-fundraising"],"jetpack_publicize_connections":[],"jetpack_shortlink":"https:\/\/wp.me\/p2BBCq-vN","jetpack_sharing_enabled":true,"jetpack_likes_enabled":false,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/1971","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/comments?post=1971"}],"version-history":[{"count":21,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/1971\/revisions"}],"predecessor-version":[{"id":1992,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/1971\/revisions\/1992"}],"wp:attachment":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/media?parent=1971"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/categories?post=1971"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/tags?post=1971"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}