Online giving definitely is growing. And if you listen to the growth statistics, you may feel you can fully fund your organization using online giving tools.
If that’s you, stop.
Seriously. When something grows from 1% to 2% it’s 100% growth, but it’s still not the other 98%.
According to a recent GivingUSA webinar, online giving is now 8.3% of all giving. That is great. But that means 91.7% of giving is not online.
As you plan your fall fundraising, be sure to increase your emphasis on effective direct mail fundraising and in major gift fundraising.
Agreed – we should never count on “100%” online giving just like you should never assume 100% of your donors have the same interest in programs or services towards the mission.
Although the pie-chart above makes online giving look unimportant, it IS the vehicle of choice for many of us. I’m not in the millenial generation, but for simplicity I do all my giving online. Many of us demand the option, instead of chopping down another tree.
Seriously, too many organizations see your pie-chart and use it as an excuse to ignore online giving. “It’s only 10%”… aha, but would it be greater if you paid more attention to it, and catered to your donors? Our work with clients says online giving has great potential if presented in an engaging, meaningful way to donors.