There have been several reports released in recent weeks filled with giving statistics for 2016. While none of them are perfect – after all, they only look at a cross-section of nonprofits and/or donors – they can provide information to help any fundraiser be more effective in his or her organization. Additionally, they tell us the important things to measure to make informed decisions rather than relying simply on our own likes and dislikes or those of someone else who speaks up the loudest (or has the most clout).
Possibly one of the statistics that too many nonprofit leaders don’t want to hear is the comparison of money raised through online efforts compared to offline efforts. Recent reports show that in 2016, between 7.2 and 12 percent of direct response income was from online sources. How does that compare to your organization? While factors like donor age or the mix of fundraising tools you use can skew that one way or another, there’s one undisputable fact: online giving matters, but it’s not the most important source yet.
We believe that online fundraising is a very important part of any balanced fundraising program. At the very least, an organization needs:
- A website that can securely and easily accept donations.
- A mobile-optimized website (meaning it is still functional when accessed on a phone or tablet or other mobile device).
- An active Facebook presence.
That’s a fairly basic list, but many nonprofit organizations are still not there yet. If you are in that category, you can be sure of one thing: you are leaving money on the table.
But remember, online giving is only (on average) one dime out of every direct response dollar you raise. Yes, it’s growing and could well become the predominant source of contributions in the future. However, that’s the future – and we need to raise money now, in the present, or we may not have a future.
That means we have to be even more aggressive with our offline fundraising. Yes, direct mail, printed newsletters and other mailed communication have not gone the way of the dinosaur. They are very much alive and well. Or, they should be. If you are “saving money” by not using postal mail, you are likely losing money.
The smart fundraiser knows he or she must go after the dime of online giving and the 90 cents from offline giving. Together, they can help us succeed.