IN THIS CHAPTER
Increasing value with online and social giving
Spreading the message and convincing decision-makers
Charitable giving overall is steady, but online giving is soaring. According to Blackbaud (
www.blackbaud.com), U.S. nonprofit organizations received more than $18.2 billion in total donations in 2015, an increase of nearly 2 percent over the previous year. The portion of online donations topped more than $2.2 billion, for an increase of 9 percent.
The organization also found that online donations accounted for 7 percent of all giving for nonprofit organizations in 2015. Smaller nonprofit organizations saw the most growth in online donations, compared to large organizations. Even more encouraging is that new forms of online giving, such as crowdfunding, peer-to-peer online giving, and social (media) giving are fueling more opportunities for giving for organizations of all sizes. And when it comes to how people want to give online, you cannot ignore the importance of mobile devices, where 14 percent of donations originate. This means that your website, along with all your online communications and campaigns (such as e-mail) must be viewed just as easily from a smartphone or tablet as on a desktop computer. ...