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Nonprofits! Do your online donations match up?

June 6, 2011 No Comments by admin

Target Analytics, a Blackbaud company, has released their 2011 donorCentricsTM Internet and Multichannel Giving Benchmarking Report and its companion, Improving Overall Giving Through a Multichannel Approach.  It sounds weighty, but this 22 page report (and its three page companion) is an easy read and a must for those of you trying to figure out if your online giving strategy is matching up and if grabbing donors online is worth the effort.

Well, while direct mail campaigns aren’t dead – far from it, finding and courting donors (new donors) online is important to the long-term relationship, especially if after that effort, you give them alternative ways to interact with your organization.

Key findings of the 2011 report include:

  • New donors usually give their first gift online.
  • In aggregate, online-acquired donors have much higher cumulative value over the long term than traditional mail-acquired donors.
  • Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to direct mail.
  • Without the ability to become multichannel givers by renewing support via direct mail, online donors would be worth far less.

Even though the data to generate this report relies on just 28 major national nonprofit organizations, it is a narrative that can help any size organization focus on their online giving results and efforts to reach out to their internet audience through multiple channels.  Your donate button, and how you use it, is just part of the strategy!

If you are a nonprofit without a way to gather information from your online visitors, or are frustrated with your donate button, let us help!  Brown Dog Creative has solutions available for any size budget, contact us and begin developing your online audience into long-term supporters.

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