Just in Time for the Giving Season: The Online Giving Study

Submitted by Brett on Fri, 12/10/2010 - 4:22pm

Network for Good has released a fantastic new report, "The Online Giving Study: A Call to Reinvent Donor Relationships". They've examined $381 million in online giving over a period of 7 years. Best of all, there's still time for you to use the information they've put out there to help your end of year campaigns.

Having just gone through the Early Bird deadline for the 2011 Nonprofit Technology Conference, it comes as no surprise to me that people will wait until the last minute to do things, but one statistic in the report really shocked me: 22% of all annual giving happens in the last 2 days of the year! Other findings include:

  • Just as the strength of the donor-charity relationship heavily influences offline giving, the online giving experience has a significant impact on donor loyalty, retention and gift levels. Small improvements to the online experience can make a big difference in donations.
  • Giving on social networks is significant, but donor loyalty is highest on charity websites that build strong connections with donors. Personality matters on these websites: The loyalty factor for donors acquired through generic giving pages is 66.7% lower than for donors who give via charity-branded giving pages.
  • Analysis of cumulative online giving (i.e., giving added up over time) via different pages powered by Network for Good shows that donors who gave via charity websites started at the highest level and gave the most over time. Those who used giving portals started lower and gave less over time. Those who used social giving opportunities gave the least initially and added little afterward.
  • Recurring giving is a major driver of giving over time and should be strongly encouraged in the giving experience.

    Online giving spikes during the month of December and large-scale disasters. During disasters, donors are more likely to consider new giving options, while in December, they’re more likely to give based on relationships with the charities.

  • Online giving happens largely between 9 a.m. and 5 p.m. on weekdays. People give during work hours. There’s even a drop in giving during the noon hour.

You can download the full report at www.onlinegivingstudy.org