Network for Good Young and the Generous online giving donations philanthropy long tail

Network for Good has just released "The Young and the Generous," its new study about the growth in online charitable giving.

Here are a few of the highlights from the report, and how they impact your nonprofit:

  • Online giving is growing exponentially, but represents only 2-3% of total giving by individuals at this time.
    • Impact: Your organization should continue running giving campaigns via traditional and online channels.
  • Online givers are young, averaging 39.5 years old, whereas most offline donors are 55+.
    • Impact: Customize your giving messages to your targets. Online givers are likely to have different interests and motivations than your traditional giving base.
  • Online giving is the path of choice for disaster relief. Donors want to be able to respond quickly.
    • Impact: Make an extra effort — energy and budget  wise — in executing the online components of  disaster reflief campaigns. They’re more important than ever. Every time there’s a disaster, donors are online looking for a reputable organization to which to donate. Give them the information, and tools, they need to make that decision in your organization’s favor.
  • Giving online is characterized by the renowned long tail phenomenon. The usual suspects (a few, well-known nonprofits) receive half of all online donations but thousands of smaller or lesser-known organizations collectively receive the other half.
    • Impact: This is great  news for your smaller or lesser-known nonprofit. Online giving is working for you.  Its enabling you to broaden and deepen your reach, at a modest cost. Do as much as you can of it.

Read the complete report for several other findings relevant to your nonprofit’s giving program.

Nancy Schwartz in Fundraising: Innovations & Research, Nonprofit Communications, Recommended Resources, Specific Audience Segments | 0 comments

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