Online Giving: It's Still About Relationships

Personality matters

The loyalty factor for donors acquired through generic giving pages is 67 percent lower than for donors who give via charity-branded giving pages. Small improvements to the online experience can make a big difference in donations.

It's one of my great frustrations that technology gives us the chance to make the act of donating dynamic, compelling and intimate — yet we rarely take advantage of that fact. Too often, we treat the online medium like a direct-mail appeal or an annual report. Our websites are information-delivery systems rather than relationship builders. And our appeals are sterile when they could be engaging.