2013 Psychology of Online Giving Study from Blackbaud Europe - now with examples of best practice online fundraising techniques!

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The Psychology of Online Giving

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Connect with us
#psyofonlinegiving
#LCDConf

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• Conducted via a YouGov Plc UK online
survey between November 8 – 11,
2013
• Total sample size was 2088 UK adults
(aged 18+)
About the study

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Growth in online fundraising
Online
Fundraising is
growing
year-on-year

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Growth in online fundraising
14
86
2013
Organisations
Reported Accepting
Online Donations
No
Yes
30
70
2012
Organisations
Reported Accepting
Online Donations
No
Yes
Source: SONI 2013 and 2012, Blackbaud Europe

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40% of UK
consumers said
online giving is
their main way
of donating to a
cause

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Top 5 Reasons People Donate Online
#5 “Paying it forward”
#4 For my own self-worth
#3 A personal connection to a particular cause
#2 In response to a campaign for a particular cause
#1 To support a friend/family member in doing something good

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Chapter Section SlideUpward Trends

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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

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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

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Caution!
• 1 in 5 of respondents did not notice the charity they were supporting
• Possible causes:
• Just donating to a friend
• Likely using a 3rd party website
• Lack of information about the charity/campaign
• Little to no follow up for online donations (lack of data?)

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Nearly half of respondents indicated they’d like to
have easy access to further information about the cause

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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 long-
term supporters of the Charity
- David Rees,
Fundraising Manager at Hope for Children

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• How prominent is your campaign 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

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In summary
üLeverage technology and tools to support the growing #s of online donors
üEnsure you offer a variety of methods for support – web, social, mobile,
direct mail, face-to-face, etc
üAdopt a multi-channel approach
üEncourage social sharing – and take part in the dialogue where appropriate
üPrepare for mobile
üBe vigilant about your brand and message – make sure your intended
message is out there
üMake it easy to support, share, learn and participate

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Thank you!
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