GTG
MEDIA, JOBS & RESOURCES for the COMMON GOOD
NEWS  |  Finance, General, Philanthropy, Research, Social Innovation

Reinvent Donor Relationships Online – Report


Thursday, 9th December 2010 at 11:27 am
Staff Reporter
The online giving experience has a significant impact on donor loyalty, retention, and gift levels, according to a ground breaking study by Network for Good.

Thursday, 9th December 2010
at 11:27 am
Staff Reporter


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Reinvent Donor Relationships Online – Report
Thursday, 9th December 2010 at 11:27 am

The online giving experience has a significant impact on donor loyalty, retention, and gift levels, according to a ground breaking study by Network for Good.

The study from Network for Good and TrueSense Marketing, in the US, examines the online giving experience not only on Not for Profit websites, but also via donation portals and social networks, and finds it is directly tied to donors’ likelihood of giving more—and more often.

Network for Good says this isn’t another study about the rapid growth of online giving (though it is skyrocketing)—it’s a call to reinvent donor relationships.

The study covers $381 million in online giving through Network for Good’s platform, including 3.6 million gifts to 66,470 different Not for Profit from 2003-2009.

The study found that the online giving experience has a significant impact on donor loyalty, retention, and gift levels. The more intimate and emotionally coherent the giving experience, the stronger the relationship between donor and Not for Profit appears to be. In other words, online fundraising is all about relationships, as it is in offline fundraising.

Researchers found that small improvements to the online experience can make a big difference in donations.

It found that personality matters. The loyalty factor for donors acquired through generic giving pages is 66.7% lower than for donors who give via charity-branded giving pages.

Its 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.

It says recurring giving is a major driver of giving over time and should be strongly encouraged in the giving experience.

There were 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 are more likely to give based on relationships with the charities.

Download the report here  (free registration required) 




Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Write a Reply or Comment

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

Five Ways Charities Can Maximise Donations Online

Nicholas Soraghan

Thursday, 9th August 2018 at 4:32 pm

How Not for Profits Can Build Trust and Boost Donations

Andrew Cairns

Thursday, 5th July 2018 at 7:20 am

Australians Committed to Helping Those in Need

Luke Michael

Tuesday, 19th June 2018 at 5:18 pm

POPULAR

Concerns Raised Over NDIS Barriers for Homeless People With Disability

Maggie Coggan

Tuesday, 7th August 2018 at 8:24 am

NFPs Urged to Focus on Purpose

Luke Michael

Tuesday, 7th August 2018 at 8:27 am

New Report Says Wealth Inequality Increasing in Australia

Luke Michael

Tuesday, 31st July 2018 at 7:30 am

Homelessness Leaving Young Australians Fearful of ‘Losing’ Future

Luke Michael

Wednesday, 1st August 2018 at 3:07 pm

GTG
pba inverse logo
Subscribe Twitter Facebook

The social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!