Giving is up, and it’s still about relationships

My organization, Network for Good, sits at the intersection of many forms of digital giving—via nonprofit websites like yours, portal sites like Charity Navigator, and social networks like Causes.com.  Today, we release the Q1 2012 update to The Network for Good Digital Giving Index, which analyzes giving across these channels, and we have interpreted the results so you know what the data means for your organization.

The headline is that online giving is up across all channels. The healthy growth of digital philanthropy continues apace.

We continue to find the winning formula online to be a great donation experience on your website.  Specifically, we recommend branded donation pages that look just like your website (as opposed to a generic donation page that links off to a third-party donation form that looks nothing like your website).  When nonprofits feature a branded donation page on their websites, they can see a five or six-fold(!) increase in donation dollars over the more generic experience. In Q1 2012, the average gift through a branded donation page was $104, 20% larger than the average gift of $87 on generic donation pages.

Why is that? A branded donation page looks like a natural extension of your website - with the same look, inspiring messaging and warm language.  (Here’s an example.) That keeps donors in a generous state of mind.  You are able to reinforce your nonprofit’s mission and identity throughout the donation process and follow-up.  It builds a relationship with supporters—and shows your organization cares enough to pay attention to the donation experience and donor stewardship.  These small acts matter and increase the likelihood of repeat donations.

While the majority of donations will come via your website (so you better be ready!), social giving continues to increase, so it’s important that you engage your audience where they are online, too.  Make sure you offer donors the chance to share your content through easy Facebook and Twitter links,and encourage your most ardent supporters to recruit friends and family to donate to your events and campaigns on social fundraising platforms like Crowdrise and via their social networks.

Want to see the data in full? You can download this quarterly update here.

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