Online Giving Study reveals donor relationships are key

Today, Network for Good released a landmark study on online giving.

After analyzing $381 million in online giving through Network for Good’s platform, including 3.6 million gifts to 66,470 different nonprofits from 2003-2009, the clear outcome of the study is that cultivating relationships with your donors is critical.

This isn’t another study about the rapid growth of online giving (though it is skyrocketing)—it’s a call to reinvent donor relationships. This study of $381 million in giving looks specifically at the online giving experience and finds it is directly tied to donors’ likelihood of giving more—and more often.

Some highlights from the study:

  • "By looking at donor relationships, not just donor transactions, we’ve “uncovered” something a lot of people already knew: The level of connection to an organization that a donor experiences online is directly tied to their likelihood of giving more—and more often. Even small upgrades to the donor experience make a measurable difference in online giving."
  • "The more intimate and emotionally coherent the giving experience, the stronger the relationship between donor and nonprofit appears to be. In other words, online fundraising is all about relationships, as it is in offline fundraising."
  • "If fundraisers don’t have a complete, clear view of their donors and an understanding of why and where they are giving, they cannot effectively cultivate them."

At Small Act, we firmly believe in the importance of cultivating relationships with your supporters. For more information on this topic, check out our two-part blog series on social customer relationship management: Part 1 is here and Part 2 is here.

What did you like about the study? What surprised you?