Interesting trends in digital giving
The recently released 2017 Global Trends in Giving Report reveals some encouraging trends for digital fundraisers. Thanks to Michaela on Fancy Guppy for unpacking the most pertinent.
Ignore Facebook at your peril
In the report, which surveyed more than 4000 donors in 95 countries, 25% of donors said they were inspired to give by social media, with Facebook being by far the most influential, outstripping Twitter (the next most cited platform) by a clear margin. 75% of donors said that social media is a primary news source for keeping up to date with organisations they care about. So the time you invest in keeping your organisation's Facebook page fresh and relevant is more than worthwhile.
Interestingly, a further 25% of donors said fundraising events inspired them to give, while 21% responded to emails. Although fundraising events have a major role to play in creating awareness as well as raising funds, no one can deny that organising an event requires a huge investment of time and staff. Compare this to the time it takes to create a Facebook post or email – and digital fundraising looks even more attractive!
Donors prefer to give online
Even older donors indicated that their preferred giving chanel was online (59% – against 19% who said they preferred to give through the mail). However, it must be noted that the survey on which the report is based was conducted online, so these results represent the views of an internet-savy group, who have access to the internet and are comfortable using social media and email.
Peer-to-peer fundraising is very popular
In the last year, 33% of respondents have donated to a campaign where an individual has created their own online fundraising campaign to raise money for an NGO or nonprofit. Peer-to-peer or 'challenge' fundraising is popular across all age groups of donors – encouraging news especially for smaller, less well known organisations which lack the budget or staff to manage big fundraising campaigns of their own.
This is just a small 'taste' of some of the emerging trends revealed by the report. To find out more, download the 2017 Global Trends in Giving Reort here.