Must-Read Report On Holiday Online Giving
Thanks to Convio and JupiterResearch, nonprofit fundraisers have new and valuable insight into the expected online giving of Americans in the upcoming holiday season.As we read the data, the news is good: Yes Virginia, there is a Santa Claus!For this report prepared by Convio, Jupiter asked 175.6 million adult online users in the US about their online giving intentions for the holiday season. Here is just a sampling of the reassuring response:
- 51% say they intend to give online to charities;
- 24% of these say they will give $100 or more;
- Even of those who say their financial situation is worse than the previous year, 46% say they plan to donate;
- 61% say they will give about the same amount as last year, 6% say more, 33% say less.
Who will they give to?
- 53% to faith-based charities;
- 43% to human and social services;
- 37% to disease research and health services;
- 37% to animal welfare;
- 31% to international relief and disaster assistance.
Again, keep in mind, all of this data refers to expected online giving. Hence this question:Is your online operation ready for the opportunity?Get the full report here from Convio. Get it now!Tom
One response to “Must-Read Report On Holiday 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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
Thanks for sharing this data. In addition to helping nonprofits, we hope this helps to raise even more general awareness that consumers can and should go online to support nonprofits this holiday season. About a year ago a large number of consumers said they “didn’t know they could donate online.” We want to help change that as well as remind people that donors who engage with nonprofits both online and offline have stronger relationships with the charity.