Allison Fine | WordPress.org

Two nonprofit groups dedicated to making online fundraising a more effective process, for both the donors and the organizations, are Network for Good and TrueSense Marketing. These groups have recently released the results of a study that they conducted, entitled "The Online Giving Study". According to its official website, this study took place over a course of seven years, from 2003 to 2009, and examined over 66,000 nonprofit groups; nearly two million donors; and 3.6 million gifts, which were altogether valued at $381 million dollars (which is approximately $100 per gift). It followed the patterns and behaviors of these donors, and compared their preferred mediums of online donation: through an organization’s own website; through a mediator site, or through a social networking site.

The findings of the report show that donors prefer to donate straight to an organization on that organization’s own website, rather than through a site that serves as a mediator, such as Network for Good or TrueSense Marketing, or through a social networking site, such as Facebook. This highlights the significance of the connection that donors feel to a certain organization, and their hesitance to use a middle party when making a donation. The article quotes the study saying that "[Online fundraising] is about the relationship between the nonprofit and the donor who wants to support a cause. People who give online are not different from other donors in that they expect a relationship – not simply a transaction – with the organization they support.                                                                                                                                   

Click here to read the full article:

http://afine2.wordpress.com/2010/12/13/landmark-online-giving-study/

Click here to visit the official page for "The Online Giving Study":

http://www.onlinegivingstudy.org/about  

Written by :

Annie Hernandez

 

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