Online vs. Offline Fundraising

Many charities ask which fundraising channels should they be pooling their resources behind and focusing their efforts on. The truth of the matter? Charities need to be making good use of both online and offline fundraising channels. The conclusion made by Blackbaud in their “Multi-Channel Giving” infographic below is that if a charity succeeds in leveraging both online and offline fundraising methods they will have the opportunity “to increase overall giving per donor by up to 3X that of a single channel donor.”

 

OFFLINE FUNDRAISING

 

Offline fundraising is still king in the charitable fundraising world. It brings in the bulk of donation revenues, 90% of donation revenues actually. Direct mail makes up 79% and other offline sources make up the other 11%. However, there is less growth in offline fundraising year-over-year, it is harder to acquire new donors offline, the offline donors are in an older age demographic, and earn a lower income compared to online donors.

 

ONLINE FUNDRAISING

 

Although it only makes up 10% of donation revenues, online fundraising has seen tremendous growth. This channel increased 34.5% to $20+ billion in 2010. Online fundraising is also more effective at acquiring new donors. More and more donors are discovering charities online and donating online because of the continued rise in internet usage, the smartphones everyone now has, and social networking websites becoming a part of people’s daily routines. Online donors are younger, earn higher incomes, donate more on their first time, and continue to give more over a length of time compared to offline donors. It is also easier to convert and get online donors to adopt offline methods. The vice versa is not as simple.

 

By combining these two groups, charities should be able to optimize their fundraising potential and achieve better fundraising results.

 

Source: http://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm

2 Responses

  1. I think what’s important too is how our donors are going to change over time. Everything is going online but especially the young people, who will be giving over a life time and that’s who I think we need to engage. Cheers!

Comments are closed.

We'd Love To Hear From You

Let us know some details and our team will get back to you shortly!

About Conversion Tracking

What is a conversion?

A conversion is defined as any action a user takes on your website that you deem valuable. For some, this is a donation, for others it’s a registration.

Why track conversions?

Tracking conversions is essential to the success of any digital marketing effort. If you don’t understand what actions are leading to growing your impact, you can’t effectively make the right decision to optimize for them.

How we track conversions

Our team will install and implement platforms such as Google Tag Manager and Google Analytics to track and assess these metrics. Our best practices with this valuable data enables us to optimally manage your account.

The Role Of Your Account Manager

What is an Account Manager?

Each one of our clients is matched with a Dedicated Account Manager (AM), who is both your digital marketing expert and main point-of-contact.

What is their expertise?

Upon joining ConnectAd, all AMs go through an extensive training & certification program before managing nonprofit accounts. Additionally, AMs go through further training each week as part of our culture of learning so that they can continue to develop their skill set.

As a result, AMs become proficient in multiple areas of digital marketing to the benefit of our clients.

A $499 Setup Fee May Apply

Before you apply for the Google Ad Grant, nonprofits require:

  1. Access to an approved Techsoup account
  2. Access to an approved Google for Nonprofits account
If you have both of the above, we will waive the $499 setup fee and complete the rest of the Google Ad Grants application process on your behalf. If you already have the Google Grant but lost administrative access or has been deactivated, we will apply this fee toward helping you getting your account back and reactivated.

Get Our FREE Guide On
How To Secure The Google Ad Grant

Our experts have a 100% success rate. Follow our step-by-step guide.