Data Dashboard For Online Giving
Kudos to Network for Good for its new ‘data dashboard’ which (for US fundraisers) records a variety of metrics related to online giving — including number of donors, frequency of giving, dollar amounts, day of year, region, and type of cause.
The data, based upon millions of donations made through the Network for Good online giving platform, is compiled on a rolling year basis and will be updated weekly. Here via the Chronicle of Philanthropy is the dashboard.
The data from 31,071 US nonprofits provides a benchmarking opportunity for online fundraisers, as well as ongoing trend data.
As of the 15 November update, 981,048 donors were recorded, giving 1,846,343 donations totaling $204,116,168.
That translates into an average donor giving 1.88 gifts and $208 over the past year.
I wonder how many online messages it took to deliver that result?!
Tom
2 responses to “Data Dashboard For Online Giving”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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It’s always good to see more data about trends in the nonprofit sector. The team over at The Chronicle of Philanthropy is constantly evolving how they make data part of their coverage. This is a positive thing for the sector.
Since we launched The Blackbaud Index (http://www.blackbaud.com/blackbaudindex) back in 2010, there has been a tremendous growth in demand for more data about what’s happening in charitable giving. Today, The Blackbaud Index reports monthly on more than $17 billion in overall charitable giving and more than $2 billion in online giving.
It’s worth noting that the Network for Good data is about 1/10 the size of the online data Blackbaud reports on a monthly basis. Certainly a good start, but Tom and Roger at The Agitator have always taught us to look at the sample size.
We should also be careful not to fall into the counting vs. measuring trap. What I can’t tell from the new dashboard is if this is just counting all the donations or is it measuring the year-over-year change from the same organizations. Are they measuring the same organizations and how they performed in November of 2014 compared to what they raised in 2015? If not, it’s counting and not measuring.
The methodology we’ve used with The Blackbaud Index for the past 5+ years is to compare apples-to-apples for how all the organizations performed on a year-over-year basis. In fact, if we don’t have 36-months of consecutive giving data for a nonprofit, then we don’t put them in the Index.
More data can only help leaders and supporters to understand what is happening in the nonprofit sector. Let’s keep the focus on measuring.
I would love to see the demographic by age groups or generations in regards to the online giving information. Is it available with this report?
Thanks
MC