You don’t want to overlook year-end online fundraising–and specifically the last three days of December.
A seminal study by Network for Good and True Sense Marketing found that online giving spikes during disasters and during the month of December. The study is based on $381M of online giving from 66,470 nonprofits during 2003-2009. Get your free copy at www.onlinegivingstudy.org.
The December Spike
Giving spikes during December, but goes through the roof on the last 3 days and even the last few hours. The data suggests that the winning strategy is a set of online giving solicitations during December, culminating with at least one if not two at the very end of the month.
The Online Giving Experience
Just like with other forms of giving, the more personal the experience, the better.
Specifically:
- Donors loyalty for donors acquired through generic giving pages is 66.7% lower than for donors who give through charity-branded giving pages
- Donors who give through charity websites vs. giving portals start at the highest level and give the most over time
- Recurring giving is a major driver of giving over time — invite it!