Distinct, Authentic Branding Boosts Stronger Relationships + Increased Giving – The Online Giving Study

Just as the strength of the donor-charity relationship heavily influences offline giving, the online giving experience has a significant impact on donor loyalty, retention and gift levels.

Giving on social networks is significant, but donor loyalty is highest on charity websites that build strong connections with donors. Personality matters on these websites: The loyalty factor for donors acquired through generic giving pages is 66.7% lower than for donors who give via charity-branded giving pages. Most importantly, websites that makes the user feel she is part of a distinct (branded) and important movement build stronger relationships with members, volunteers and citizen advocates, as well as with donors.

That’s the key finding of The Online Giving Study, just released by Network for Good and True Sense Marketing. The Study is based on $381 million in online giving through Network for Good’s platform, including 3.6 million gifts to 66,470 different nonprofits from 2003-2009.

Here are a few of other findings you need to know about:

  • 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.
  • Recurring giving is a major driver of giving over time, so make it easy to do.
  • 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’re more likely to give based on relationships with the charities.
  • Keep going! A third of all online giving occurs in December, and 22% of annual giving happens in the last two days of the year. Online giving (by dollars) on December 31 is concentrated between 10 a.m. and 6 p.m. in each time zone.

Read the complete study to learn more about these game-changing findings, then use them to fine-tune your 2011 marketing and fundraising plans.

P.S. Register now for free access to the all-news Nonprofit Tagline Database and the 2011 Nonprofit Tagline Report. These tools will inspire and guide you to create messages that connect.

Nancy Schwartz in Fundraising: Innovations & Research | 0 comments

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