Online fundraising continues to be a hot topic among nonprofit leadership. And it should be. Engaging your constituents through email, social media, and texting is absolutely critical to the long-term success of every charity. Every fundraising plan MUST integrate digital and traditional media.
In fact, if digital communications are not part of your overall messaging and fundraising plan, you are a couple of decades behind the times. You must embrace the digital channels and integrate them with your overall communication plan. The future of your charity depends on it.
The challenge is that there are serious misconceptions out there. One cannot simply say we need to do more digital fundraising and less direct mail fundraising. On average, digital fundraising still only accounts for an attributed 7.6% of funds raised.
Nonprofit Tech for Good recently published a list of ten statistics about online fundraising – they are helpful to keep in mind as you form an integrated fundraising strategy:
- On average, nonprofits raise 7.6% of their total revenue online.
- 30% of online giving occurs in December. 10% on the last three days of the year.
- Email accounted for 26% of all online revenue in 2017 and grew 15% over 2016.
- The average monthly donor will give 46% more in one year than those who give one-time gifts
- In 2017, 21% of online donations were made on a mobile device.
- 66% of donors would use a mobile app that allows two-tap giving and earns badges and redeemable points. This app does not exist.
- Over the last 10 years, donor retention rates have been consistently weak – averaging below 50%.
- 66% of donors have volunteered within the last 12 months. 85% donated to the nonprofit that they volunteered for.
- The average online donation on #GivingTuesday is $120.40 US.
- 45% of donors give to nonprofits located outside of their country of residence.
Which of these stats do you find the most interesting or helpful? Let us know!