The fundraising researchers at Dunham+Company have released a fascinating new report that looks at the online giving behavior of donors making donations through charity websites. The Growing Importance of Charity Websites to Philanthropy is a three year summary of who is giving through charity websites and why.
Online giving isn’t just for younger donors: For donors 60+, giving online through charity websites increased 27% from 2010 to 2013.
Online gifts are prompted by offline motivators: 3 of the top 5 motivators for giving through a nonprofit’s website originated offline (such as direct mail or an in-person ask).
Direct mail leads to online gifts: So far this year, 44% of donors who received direct mail solicitations say they prefer to respond by giving through online channels.
Check out The Growing Importance of Charity Websites to Philanthropy for more stats and charts.
As we’re quickly approaching the busiest time of year for giving, it’s critical that both your nonprofit website and online donation process are easy to understand, easy to use, and in top working order. Donors of all ages—including those over 60—are going online to make their gifts, whether they receive your appeal through direct mail or other means.
(Note: If you need a better online donation page that’s easy to set up and easy for donors to use, Network for Good can help. Get in touch with one of our fundraising consultants or join a live demo on November 14 to find out how we can help.)