Survey Says: ’Tis the Season to Give Online

Many people who make charitable donations this holiday season will do so with the click of a mouse. A recently released survey, conducted by JupiterResearch, shows that more than half of U.S. residents plan to donate to their favorite charities this holiday season via the Internet.

Convio, the Austin, Texas-based provider of on-demand CRM software and services for nonprofits that commissioned the survey, estimates U.S. online giving to reach more than $3 billion during the 2008 holiday season.

That means nonprofits need to make sure their efforts to attract supporters via their Web sites and other electronic communication mediums are inspiring and engaging, and move people to donate.

More than half of online consumers say they plan to donate via the Internet this holiday season. Convio founder, chairman and Chief Strategy Officer Vinay Bhagat says that’s one important reason why nonprofits need to ensure 1) that their Web sites and other e-philanthropy efforts are up to par and meet consumer expectations; and 2) that their offline communications drive potential donors to online giving options. Not meeting these requirements, Bhagat says, could amount to an invitation for donors to give elsewhere.

According to survey results, a charity’s Web site is the most useful tool among those who plan to donate online this holiday season, followed by e-mail appeals sent from family and friends. Charity evaluator sites also play a role for 10 percent of online adults in their decision-making process.

Bhagat says this is a cue for nonprofits to keep their Web sites current.

“Little things like refreshing the copyright year on your Web site so that people will know your content is current helps,” he says. “In addition to making it easy to donate, make sure there are a number of ways the constituent can engage with you so that you capture their name and e-mail address to begin developing the relationship.”

When it comes to fundraising, Bhagat says, nonprofits must make clear why donors should give.

“Tell people where the money goes and how you are fulfilling your mission; feature other influencers who can tell your story for you — program recipients sharing how your organization changed their life have an impact; (and) don’t ask for more information from constituents than you need,” he says.

The survey also outlined U.S. consumers’ top holiday giving priorities.

Approximately 41 percent of those who plan to give will donate to human- and social-services organizations such as food banks and homeless shelters. Thirty-four percent of consumers will support faith-based organizations, followed closely by disease and health-service organizations with 33 percent. Consumers also cited animal-welfare organizations and disaster- and international-relief organizations as expected recipients, with 24 and 22 percent, respectively, according to the survey.

Here, Bhagat offers some additional holiday campaign tips:

1. For starters, send an appeal!
Research indicates 35 percent to 42 percent of all online giving happens in November and December, yet many organizations still don’t actually ask their supporters during that window.

2. When you send an appeal, use a multipart message.
The appeal should include:

* a main ask;
* a stewardship/“season’s greetings” piece (think e-cards for Christmas, Hanukkah or other winter holidays); and
* a “last chance to give” message sent on Dec. 31.

3. Leverage the direct-mail messaging.
There’s no need to build an online message structure from scratch if you have a look and feel from direct mail you can use.

4. Test, test, test!
Given the economic situation this year, test your messaging (subject lines, content) first to see what will perform better and then follow through with that in the final message.

5. Wrap it up!
Consider implementing a thank-you or year-end celebration of success program to capture interest this holiday season, which can include a simple year-end ask. Then in January, start nurturing supporters for 2009 gifts before and during the holiday season.

“In addition to being a critical part of the fundraising mix, fundraising professionals need to recognize the Internet as a cost-effective channel to reach, inspire and manage relationships with donors,” Bhagat says. “In addition to helping raise funds, they can better connect and engage in relationship building via the Internet.”