2013 Blackbaud Europe's Psychology of Online Giving Report

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A review of a recent study conducted by Blackbaud Europe to investigate donor motivations and behaviours for online giving. #psyofonlinegiving

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2013 Blackbaud Europe's Psychology of Online Giving Report

  1. 1. The Psychology of Online Giving For audio dial: 0808 238 9691 & then 906 706 4452 #
  2. 2. About the study • Conducted via a YouGov Plc UK online survey between November 8 – 11, 2013 • Total sample size was 2088 adults (aged 18+) For audio dial: 0808 238 9691 & then 906 706 4452 #
  3. 3. Growth in online fundraising Online Fundraising is growing year-on-year For audio dial: 0808 238 9691 & then 906 706 4452 #
  4. 4. Growth in online fundraising 2013 Organisations Reported Accepting Online Donations 2012 Organisations Reported Accepting Online Donations 14 86 30 No Yes 70 Source: SONI 2013 and 2012, Blackbaud Europe For audio dial: 0808 238 9691 & then 906 706 4452 # No Yes
  5. 5. 40% of UK consumers said online giving is their main way of donating to a cause For audio dial: 0808 238 9691 & then 906 706 4452 # Image: Computer Girl http://www.idioplatform.com/uploads/2011/07/COMPUTER-GIRL.jpg
  6. 6. For audio dial: 0808 238 9691 & then 906 706 4452 #
  7. 7. Upward Section ChapterTrends Slide For audio dial: 0808 238 9691 & then 906 706 4452 #
  8. 8. Upward trends Social Sharing Social Sharing has “traditionally” been used to generate awareness for causes and campaigns • 15% of respondents reported “sharing” that they’d donated via a social network • Rises to 25% among 25-44 year olds For audio dial: 0808 238 9691 & then 906 706 4452 # Image: Social Sharing http://blog.vfmleonardo.com/wp-content/uploads/2012/09/Social-Sharing-02.jpg
  9. 9. Upward trends Mobile Fundraising Mobiles are quickly becoming the preferred device for accessing the Internet • 17% of respondents said they’d donated via a smartphone or tablet For audio dial: 0808 238 9691 & then 906 706 4452 # Image: [Mobile Fundraising] http://www.npengage.com/wp-content/uploads/2013/01/mobile-web-752x483.jpg
  10. 10. Caution! • 1 in 5 of respondents did not notice the charity they were supporting • Possible causes: • Donating to a friend • Using a 3rd party application of website • Lack of information about the charity/campaign • Little to no follow up for online donations due to lack of data For audio dial: 0808 238 9691 & then 906 706 4452 # Image: Warning Sign http://www.picgifs.com/graphics/w/warning-sign/graphics-warning-sign-954409.jpg
  11. 11. Do you have a communication plan? Nearly half of respondents indicated they’d like to have easy access to further information about the cause For audio dial: 0808 238 9691 & then 906 706 4452 #
  12. 12. For audio dial: 0808 238 9691 & then 906 706 4452 #
  13. 13. • • • • • How prominent is your charity’s brand during the donation process? • Start to Finish – across all mediums How easy is it to learn more about your charity or cause? Are you able to reinforce your message with updates on campaign success/results? How up-to-date is your website? How accessible is your website? • Mobilisation • Less adept users For audio dial: 0808 238 9691 & then 906 706 4452 #
  14. 14. We’re not a large charity, so for us the personal touch is really important to keep our brand in the minds of our supporters and keep them close to the organisation. Blackbaud Heroix helps us do this, which in turn will change short-term fundraisers into longterm supporters of the Charity - David Rees, Fundraising Manager at Hope for Children For audio dial: 0808 238 9691 & then 906 706 4452 #
  15. 15. For audio dial: 0808 238 9691 & then 906 706 4452 #
  16. 16. Top 5 Reasons People Donate Online 1. To support a friend/family member in doing something good 2. In response to a campaign for a particular cause 3. A personal connection to a particular cause 4. For my own self-worth 5. “Paying it forward” For audio dial: 0808 238 9691 & then 906 706 4452 #
  17. 17. In summary ü Leverage technology and tools to support the growing #s of online donors ü Ensure you offer a variety of methods for support – web, social, mobile, direct mail, face-to-face, etc ü Adopt a multi-channel approach ü Encourage social sharing – and take part in the dialogue where appropriate ü Prepare for mobile ü Be vigilant about your brand and message – make sure your intended message is out there ü Make it easy to support, share, learn and participate For audio dial: 0808 238 9691 & then 906 706 4452 #
  18. 18. Thank you for attending! Don’t forget to download the report and catch our Top Tips for Online Giving Visit: https://www.blackbaud.co.uk/psychologyofonlinegiving If you have any questions, please email: solutions@blackbaud.co.uk Or connect @BlackbaudEurope & @SandraLuther For audio dial: 0808 238 9691 & then 906 706 4452 #

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