The growth in donors and non profits increasing their online presence has brought with it an incredible shift in donor metrics and communication strategies. Yet, while we have data on just about everything, it doesn’t necessarily mean we need to act on every bit of data we have. The volume of statistics speaks to why non profits should have an online presence. However, let’s forget the why and look at these numbers from a what perspective. Looking big picture and ignoring the small ‘what’ questions (ie. should I hiring a social media person etc) let us take the following mission statement for your online presence:
“communicating content, engaging donors and inspiring action.”
and discuss some ideas around the what that could look like according to the statistics on online giving in Canada.
- One in Five visitors go specifically to a charitable website to make a donation (20% of your visitors) and Visitors who are satisfied with your website are 48% more likely to donate.
This is perhaps one of the most important pieces of information out there, but still widely unknown. A great deal of non profits still do not have websites with donation capabilities online. That, or they are buried under drop down menus and complicated graphics. Website design and brand creation is a topic for other paper(s). I want to suggest however with this stat that you recognize that any web development project have built into it the understanding that 20% of your audience wants to give you money. This doesn’t have to cost you much (if anything) – so make it easy for them to give to you.
- 26% of offline donors consider themselves “loyal to the cause” versus 48% of online donors consider themselves loyal.
It’s about a balance – you can’t ditch one for the other. However, what this statistic means in the what context is the value of both engaging your donor with a personal / branded donation platform (ie. not just sending them to PayPall) but also viewing your donation strategy as more than just “collect the money and run.” Are you regularly looking at your donor data to find out who is giving and from where? Are you exporting your donation data to a mail program (like MailChimp – free, powerful and easy to use) to maintain communication via email? There are some exceptionally easy tools you can use to make the donation experience more than a ‘one off.’
- 84% of Canadians are Online, 12.7 million are on FaceBook (in Canada)
For an article looking at the what this stat would at first appear rather why orientated. However, with respect to the what, this statistic represents is the enormous variety of potential donors you will have online. The online donor is no longer the raven, the pioneer. They are no longer just the 20 something in tech school. They are everyday people and how you interact with them is going to need to be varied but personal and heartfelt. They are not all looking for uniform sterility but for personality and connection. There is tremendous freedom in this statistic to know that you can try a variety of things for a variety of demographics. One size will not fit all.
So before zeroing in on how questions (Twitter, Facebook, Site development etc) it is extremely important to understand the what. From these statistics here at least, part of your what should be: ease of use for website and donation platform; follow through and donor engagement through branded platforms, and communicating a heartfelt, meaningful manner in a variety of mediums. All non profits will end up online eventually; who will excel will be determined by a deeper understanding of the what and ensuring that their online models are as donor centric as their mission is.
* Statistics Canada: National Survey of Giving, Volunteering and Participating (NSGVP On-Line)
* Statistics Canada: Givers by personal and economic characteristics
* Imagine Canada & Statistics Canada: Caring Canadians, involved Canadians : highlights from the 2007 Canada Survey of Giving, Volunteering and Participating (PDF) * Imagine Canada: Sector Monitor report (and other research projects)
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