2008 Online Donation Results Suggests Focus on Basics
A recent article in the Chronicle of Philanthropy summarizing a study of online giving to 26 national nonprofits during 2008 reveals mixed results. While the total amount of funds donated online rose, the average gift amount declined.
The article’s author reports that the average gift amount held steady for most of the year with the decline being most evident in the final three months of the year. The season when many nonprofits raise the most funds.
Overall the study points out that online fundraising efforts, via email and online solicitations, haven’t shown the same rate of decline as other giving channels. This, of course, is encouraging to those organizations who may still be fine tuning their online strategies.
The article also offers some straightforward advice:
“To encourage people to make larger gifts online, nonprofit groups must keep track of how much donors have given before and tailor their e-mail appeals accordingly…” and
“Don’t ever ask someone for half of what they’ve given before”
The article includes additional findings I won’t repeat here, but I would like to focus on what this study suggests for smaller and regional nonprofit organizations.
While it is encouraging that online giving was up overall in 2008, the experiences of many nonprofits in 2009 has been a sharp decline across all giving channels, undoubtedly in response to our current economic woes. As in many industries, it is suggesting a renewed focus on the things that made us strong to begin with — while challenging us to new levels of cost effectiveness.
My advice for smaller nonprofits:
- As always focus on building real relationships with your donors. Strive everyday to understand their passion for your mission. Solid relationships are the engine that keeps your development program vital and strong.
- Continue to build your opt-in email list. Email solicitations are one of the most cost effective solicitation methods in your arsenal.
- Segment your email list so you are delivering relevant content to donors based on their expressed interests
- Continue to build out a comprehensive and integrated development program that provides your donors multiple opportunities and solid ‘mission-based’ reasons to give all year long. You never know when the time is right.
- Engage, inform, and enrich your donor’s experience through your newsletters, website, blogs while stepping up your personal contact with donors.
- Provide avenues for donors to interact directly with you and to provide feedback and then ACT on the feedback they give you.
Yes ladies and gentlemen, I am encouraging a focus on some of the very basics of fundraising and development. Why? Because they are always effective and in times when things are tight and the going is a little tough – it is always a focus on the basic tenents of our profession that will get you through. At least, that’s what I believe. What about you?
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