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Back You are here: Home Lifestyle Philanthropy Lifestyle Fundrasing WEB FUNDRAISING: Continued Growth

WEB FUNDRAISING: Continued Growth

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WEB FUNDRAISING Continued Growth

A latest Blackbaud study: Next Generation of American Giving, looks at charity donation habits across four generations of donors and reveals fresh evidence of the increasing popularity of giving online...

The report identifies that online giving continues to rise in significance... and that while direct mail is still a worthwhile option for fundraisers; in contrast the value of this traditional method is declining..

The largest group of donors in its study: Boomers, aged 49-67, reported giving more via online sources, 42 per cent, compared to direct mail at 40 per cent...

The report also revealed a shift towards the Boomer generation as the main source of charity donations...

Boomers gave 43 per cent of all dollars donated, revealed the research...

Other findings include how Gen Y (18-32) demanded the most accountability from charities...

Nearly 60 per cent of this age group identified the ability to see the impact of their donation as a big part of their decision-making when it comes to charity giving...

Interestingly 47 per cent of Generation Y gave through websites... 8 per cent of this group gave via social media...

For the Gen X group aged 33-48, 40 per cent gave via websites...

Pam Loeb of Edge Research, who conducted the study, says: “Now it’s more important than ever for non-profits to understand their donor base...”

The findings follow numerous research that indicate online fundraising continues to show sustained growth...

Previous studies have shown how fundraising online continues to grow year on year...

Online giving in the USA grew by 11 per cent in 2012 compared to 2011, according to Blackaud...

In contrast, overall giving in the USA was up by 2 per cent in the same year...

Recent research into UK giving by the firm also reveals online giving is growing steadily across different groups...

The average Internet donation in the UK rose by 21 per cent over the last three years...

Interestingly, the recent Next Generation of UK Giving report revealed donating to charity online isn’t limited to younger donors, with mature donors donating to charity via the web nearly as much...

The growing evidence confirms online fundraising, including social media strategies, are essential for charities, alongside other channels...

Equally charities that communicate the impact of their work online and appeal to donors effectively via digital technologies are likely to improve their fundraising success...

Source: http://www.giving-news.com

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