What Donors Really Do Online: Nine Years of Fundraising Data from 1.8 Million Donors Uncovered and Interpreted (11NTCDonorweb)

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What Donors Really Do Online: Nine Years of Data from 1.9 Million Donors # 11NTCDonorweb Katya Andresen

by Network for Good and TrueSense Marketing The Online Giving Study A Call to Reinvent Donor Relationships

About the Study Scope: $381M in giving | 3.6M gifts | 66,470 nonprofits | 1.88 M donors | 7 years Charity websites, social networks and giving portals powered by Network for Good www.OnlineGivingStudy.org

State of Online Giving ,[object Object],[object Object],[object Object],www.OnlineGivingStudy.org

The most important thing I’ll say today ,[object Object],[object Object],[object Object],[object Object]

Where Donors Gave Online in 2009 These are interesting…

When People Donate Online Maybe you’re giving right now…

The Online Giving Experience www.OnlineGivingStudy.org

The Influence of the Online Giving Experience ,[object Object],[object Object],[object Object],[object Object],[object Object]

Personality Matters! Strong Relationship, Highest Value Donors started higher and gave 38% more over time on branded vs. generic pages A Little Personality Goes a Long Way Repeat giving by donors acquired through generic giving pages is 66.7% lower than for charity-branded pages.

Donors and Jorts Prevalence www.OnlineGivingStudy.org Source: blog.stanfordreview.org

Recurring Giving ,[object Object],[object Object],[object Object],[object Object],[object Object],TIPS

Giving portals & Social Networks: Looser Ties ,[object Object],[object Object],[object Object],[object Object],TIPS ,[object Object],[object Object],[object Object]

Donor Attitudes toward U2 www.OnlineGivingStudy.org

The Spiky Nature of Online Giving www.OnlineGivingStudy.org

December and Disasters Dominate December is the strongest giving month for most organizations—it’s even more so online. Further, it’s the last days, and even last hours, that make the difference.

December Donors Are Worth More ,[object Object],[object Object],[object Object],[object Object],[object Object],TIPS ,[object Object],[object Object]

So that’s nice data. Now what? www.OnlineGivingStudy.org

The obvious: Ask for recurring gifts, and ask for donations the last week of December.

Less obvious: Giving (even online) is emotional. Create an emotional experience.

Giving is above all about happiness and hope. SaveTheChildren.org

“ Most fundraisers probably don’t think of themselves in the business of selling happiness to donors, but that is ... their job.” M.A. Strahilevitz

Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! Session Evaluations Powered By: TEXT Text 11NTCDonorweb to 69866. ONLINE Use 11NTCDonorweb at http://nten.org/ntc/eval

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What Donors Really Do Online: Nine Years of Fundraising Data from 1.8 Million Donors Uncovered and Interpreted (11NTCDonorweb)

1. What Donors Really Do Online: Nine Years of Data from 1.9 Million Donors # 11NTCDonorweb Katya Andresen

2. by Network for Good and TrueSense Marketing The Online Giving Study A Call to Reinvent Donor Relationships

3. About the Study Scope: $381M in giving | 3.6M gifts | 66,470 nonprofits | 1.88 M donors | 7 years Charity websites, social networks and giving portals powered by Network for Good www.OnlineGivingStudy.org

6. Where Donors Gave Online in 2009 These are interesting…

7. When People Donate Online Maybe you’re giving right now…

8. The Online Giving Experience www.OnlineGivingStudy.org

10. Personality Matters! Strong Relationship, Highest Value Donors started higher and gave 38% more over time on branded vs. generic pages A Little Personality Goes a Long Way Repeat giving by donors acquired through generic giving pages is 66.7% lower than for charity-branded pages.

11. Donors and Jorts Prevalence www.OnlineGivingStudy.org Source: blog.stanfordreview.org

12.

13.

14. Donor Attitudes toward U2 www.OnlineGivingStudy.org

15. The Spiky Nature of Online Giving www.OnlineGivingStudy.org

16. December and Disasters Dominate December is the strongest giving month for most organizations—it’s even more so online. Further, it’s the last days, and even last hours, that make the difference.

17.

18. The Impulse Effect of Disaster Giving

19. Portal Giving Performs During Disasters

20. So that’s nice data. Now what? www.OnlineGivingStudy.org

21. The obvious: Ask for recurring gifts, and ask for donations the last week of December.

22. Less obvious: Giving (even online) is emotional. Create an emotional experience.

23. PuppiesBehindBars.com

24. Giving is personal. Be relevant.

25. Champions vs. Friends

26. Giving is above all about happiness and hope. SaveTheChildren.org

27. “ Most fundraisers probably don’t think of themselves in the business of selling happiness to donors, but that is ... their job.” M.A. Strahilevitz

28. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! Session Evaluations Powered By: TEXT Text 11NTCDonorweb to 69866. ONLINE Use 11NTCDonorweb at http://nten.org/ntc/eval

Editor's Notes

Limitations: only on NFG platform, doesn’t differentiate what nonprofits are doing to affect donor behavior beyond the giving transaction
This data is interesting, but not necessarily actionable.
This is a joke – too many graphs are boring, so a threw in a couple from GraphJam for comic relief.
Another humor break.
Limitations: only on NFG platform, doesn’t differentiate what nonprofits are doing to affect donor behavior beyond the giving transaction

What Donors Really Do Online: Nine Years of Fundraising Data from 1.8 Million Donors Uncovered and Interpreted (11NTCDonorweb)

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Editor's Notes