Close Search
 
MEDIA, JOBS & RESOURCES for the COMMON GOOD
News  |  Fundraising

Reinvent Donor Relationships Online - Report


9 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.

Staff Reporter | 9 December 2010 at 11:27 am


0 Comments


 Print
Reinvent Donor Relationships Online - Report
9 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) 



PB Careers
Get your biweekly dose of news, opinion and analysis to keep you up to date with what’s happening and why it matters for you, sent every Tuesday and Thursday morning.

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 or download our contributor guidelines.

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Your email address will not be published.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



YOU MAY ALSO LIKE

Meet Pro Bono News’ first editorial advisory board

Wendy Williams

Thursday, 16th April 2020 at 8:02 am

Unpaid Carers Facing Significant Economic Disadvantage

Luke Michael

Tuesday, 21st August 2018 at 3:45 pm

NFPs Driving WA Economy, Report Says

Wendy Williams

Wednesday, 15th February 2017 at 4:20 pm

Study into the Effect of the NDIS on Carers

Lina Caneva

Wednesday, 25th January 2017 at 9:26 am

pba inverse logo
Subscribe Twitter Facebook
×