Network for Good has released a study of $100 million in donations from over 23,000 individual donors. The report entitled "The Young and the Generous" provides key insights such as:
Online givers are young (38-39 years old) and generous, giving several times more than offline donors on average.
Virtually all of online givers (96%) have given to charity before, but a sizable proportion (38%) is new to online philanthropy.
Online giving is tracking to the trends of online shopping and banking - it is growing rapidly - and it is the avenue of choice for donors during disasters.
Most people give online during the week, during business hours.
Top searches are disaster related, plus "children," "cancer," and "homeless."
Small organizations benefit from listings on aggregation sites; at Network for Good, half of dollars go to small-medium sized charities.
People say they give online because it's easier than writing a check and a fast way to respond to disasters.
I can post a lot more about this subject and I cover it much more extensively in my Technology Planning, Funding and Resources workshop.
if you would like me to post more infomation on online giving for nonprofits, either send me an email or leave a comment for this post.
You can read and download the whole report at:
Network for Good - The Young and the Generous
Marion Conway Consulting
1 comment:
Thanks for your suggestions. I think Guidestar is a great resource, but probably serves brand name and national charities better than small neighborhood organizations.
That's why I created the Tutor/Mentor Connection in 1993. I've built a database of more than 200 Chicago area tutor/mentor programs and a web site that shares information and draws volunteers and donors to these programs. I host a conference and other forms of idea sharing and networking, all with the goal of getting small programs to work together throughout the year to increase visibility for "tutor mentor" as a category, and to draw potential donors and volunteers to Program Locator type resources where they choose where to give based on where the need is greatest, where the volunteer/donor is located, and what organizations in that area of need provide tutoring/mentoring, and how they describe what they do via web sites or blogs that they host.
This intends to educate the donor to be an informed shopper, while creating advertising that draws the donor to take a look.
The site is http://www.tutormentorconnection.org and I encourage you to add your blog in the LINKS section under philanthropy since it has so many good ideas.
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