Cumulative donations through Network for Good yielded an average annual growth of 56%. The visible “stair steps” represent the annual December surge in giving, as well as Hurricane Katrina giving in 2005.
Yesterday Network for Good and TrueSense Marketing released a landmark study of the online giving experience that offers important findings for nonprofits, donation portals, social networks and individual donors.
The study analyzed the $381 million that individuals have donated to 66,000 charities through the Network for Good platform over the past seven years. It also shows just how far philanthropic giving on the Web really has to go.
“In many cases, donors give through social sites because of a relationship with a friend rather than with the charity they support.”
This much we knew in our bones: People tend to give more when the online experience is intimate and touches them on an emotional level. They also give online for reasons of convenience, especially at the end of the year — the numbers are startling — and during large-scale disasters. But online donors’ relationship with charities can be ephemeral.
The authors write: “The weak relationship between donor and nonprofit in the giving experience also could depress giving levels. In many cases, donors give through social sites because of a relationship with a friend rather
than with the charity they support. Or, they are making a gift out of a fleeting impulse or a sense of convenience. This results in a one-time gift but does not establish the solid relationship with the charity.”
You can download the free report, “Online Giving Study: A Call to Reinvent Donor Relationships,” at onlinegivingstudy.org.
Highlights of the study
Throughout the study, the authors included actionable tips to help you use the findings to improve your online fundraising results. Some highlights of the study:
I urge you to download the free, very accessible report and see how its findings apply to your organization.
• Free nonprofit reports to read or download (Socialbrite)
• Free social media reports to read or download (Socialbrite)