Online Giving: It's Still About Relationships
This is the month of Valentine's Day, so let's talk about heart.
Here's what people want when they donate online:
- To give quickly and conveniently.
- To make a difference.
- To feel personally connected to something greater than themselves.
- To feel useful.
- To get the warm glow of giving.
And yet here is what people get:
- A lot of pages to navigate in order to donate.
- A tax receipt.
- Statistics, facts and figures.
- A newsletter.
- An appeal to give (more) money.
Our study shows how important it is to close this gap — and with technology we really have no excuse not to. It costs so little to have a branded, intimate giving experience online. Photos and videos are easy to share. It's very little effort to segment our e-mail lists so we can connect with groups of donors according to what they most value. And it's simple to include one great story with a thank-you.
- Companies:
- Network for Good
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