Network for Good is in the US a strong service, which is supported by many well-known companies in the IT industry. Nonprofits provides Network for Good different ways of online fundraising: In addition to the donation tool in the corporate's own side also standard pages and a donations portal and links to social networking sites like Facebook. And Network for Good offers these services been going on for many years. What could be more than evaluate the 3.5 million records from 2003 to 2009?
Corporate Website: Best Results
The result is impressive: conveyors that come through its own website and donate to a fundraising tool in the corporate design of the organization, get on with the highest amounts and donate over time significantly more than any online donors who have a different approach choose.
And the difference is clear: 2007 gave online donors accumulated on its website a non-profit organization with an average donation of 187 US $ and increase up to 2009 to more than 279 US $ per donor. Even those who think a standard form is available, give less: 2007 their cumulative online donations were about the same - 162 US $ on average but increase by 2009 to an average of only 202 US $. The long-term effect over three years is thus significantly lower.
Portals: Reduced binding and poorer figures
Worse do the figures when portals and social networks in the online fundraising are used: portal pages help many donors in the orientation and provide a good overview of who is in any subject involved. But they also lead to lower yields. About Portals 2007 120 US $ were added in cumulative average. This is a third less than on the own websites of organizations. By 2009, the cumulative average increased to 168 US $ and is thus in turn one-third less than what was given on its website.
Social Networks: Least cumulative average donations
Even worse are the numbers when the donations look at that were passed through social networking sites: 2007 was the cumulative average donations almost on par with the donations that have been advertised on portals: at 113 US $. However, the average donation recorded the slightest increase. 2009 whose cumulative value per donor was only $ 123 in US. This represents just 44% of average donations that were given on the website of the organizations of 2009.
Relationships are crucial
The authors of the study conduct their results back to the different strength of the relationship with the promoters. Promoters who identify most with the objectives and values of the organization provide, through the website and we are using a form in the corporate design of the organization. Once the bonding strength decreases, the amount of online donation drops significantly. It is clear: It is not the speed and potential reach of information is critical to the success in fundraising, but the strength of the bonds that can be apparently made about Social Networks worst.
Drivers in Online Fundraising
In addition, the authors have also identified three strong driver of online fundraising in the United States:
Persistent disasters, reports on the television, reflected in the online fundraising significantly down. One can show that online donations during the coverage of the disasters rise sharply. Online fundraising is therefore still the drug of choice in fundraising with disasters.
This year brings a surge in online donations. In the last two days of a year in the US fast online donations strongly upwards. Many of the online donors want to use the tax deduction apparently still.
Decisive for the success of its own websites are the duration donations. No organization should refrain to win on the Internet permanent donors. These contribute long-term success of fundraising decisively.
