Online Giving Trends Every Charity Leader Should Know

54% Of Donors Prefer To Make Their Contributions Online

The digital shift in fundraising is now more pronounced than ever. 54% of donors prefer to make their contributions online, emphasising the need to refine the use of digital platforms and ensure a seamless donation experience. Specifically:

• Mobile Optimisation: With 28% of donations made via mobile devices, having a mobile-responsive design is no longer optional

• Ability To Flex Donation Amount: With higher costs and a more volatile environment, donors want to be able to flex their donation amounts, changing as and when it suits them, without having to speak to you directly.

55% Of People Who Engage With Charities On Social Media End Up Taking Some Sort Of Action

Social media's role in fundraising continues to expand. Of the 55% of people who take action, 59% donate.

• Maximize Platform Tools: Facebook and Instagram have helped raise over $5 billion for causes through their integrated donation tools.

• Engagement Strategies: Use stories and live streaming features to interact directly with donors, increasing transparency and trust.

Donors Are 7x More Likely To Donate If Asked To Do So By Someone They Trust

Peer-to-peer (P2P) fundraising leverages personal networks for greater reach and impact, asking donors to amplify your message, and advocate for you. Donors are seven times more likely to donate if asked to do so by someone they trust.

• Empower Participants with Tools: Provide people with content that they can share easily, with a clear call to action.

• Showcase Real Impact: Sharing the tangible results of donations, what your donation “buys”, can encourage more people to donate.

Recurring Donors Give 40% More Over A Year Than Those Giving One-

Recurring donations provide a more predictable revenue stream. Recurring donors give 40% more over a year than those giving one-off donations.

• Encourage Subscription Giving: Clearly articulate the benefits of regular donations and make the setup process as straightforward as possible

• Recognition Programs: Develop programs to acknowledge and thank recurring donors, fostering loyalty and continued support. Donors who receive personalised thank-you notes are 63% more likely to donate again.

92% Of Donors Want To Understand The Direct Impact Of Their Donations

Transparency remains a top priority for donors. 92% of donors emphasise the importance of seeing the direct impact of their donations on the cause they support.

• Published Impact Reports: Regular updates with clear information on how funds are used, and the impact being made, maintain trust.

• Use Visuals: Presenting information in a way which is quick and easy to read helps illustrate the changes brought about by donors' contributions.

Conclusion

By focusing on these data-driven insights, leaders can put together strategies that not only meet current donor expectations but also anticipate future shifts in the giving landscape. Online giving, mobile in particular, is likely to continue to grow, so focus on engaging people online, and making the giving process as frictionless, tailored, and easy as possible, whilst giving donors control to manage their donations.