Online giving is increasingly spread throughout different age sub sets and is growing as a source of income. According to Michael Johnston, president of HJC New Media, many online donors are affluent and while people are beginning to give to multiple charities via online channels, loyalties are not as multiplied as with offline methods.
People tend to choose monthly giving more than single giving and are more trusting of charities online than they are of institutions online (e.g. giving email, opening attachments, etc.)
At a recent direct response conference in New York City, Johnston provided a peek at new and emerging technologies for fundraising and provided ten keys to online fundraising/friendraising.
- Build a fundraising-friendly Web site.
- Provide a secure giving page.
- Understand your online donor.
- Conduct strategic planning. Have a vision, develop principles and goals and provide actions/deliverables to users.
- Don’t forget to apply offline fundraising principles.
- A marketing plan is key.
- Empower donors. Collect constituent information for segmentation and align appeals and interests. Personalize the experience.
- Integration across all channels.
- Create a plan and benchmarks.
- Innovate…but it takes planning, teamwork and technology.