Yesterday we promised to discuss the 2012 eNonprofit Benchmarks Study’s findings on online fundraising. And here at Guest Relations Marketing we always provide on our promises.

As the economy has improved, general giving has increased. As a result, these numbers can be directly correlated to the incline in the number of online donations that most nonprofit organizations are witnessing.

However, it is important to understand the trends in how people are giving and through what mediums. Below you will find a synopsis of some of the important takeaways as we explain what these mean to your organization.

Courtesy of eNonprofit Benchmarks Study

Takeaway # 4

On average, 35% of online revenue was sourced to direct email appeals. The remaining 65% came from other sources, such as unsolicited web giving and peer referrals.

What this mean for you

A majority of online giving is coming from sources other than email. As a result organizations should NEVER exclude providing additional opportunities for people to donate. Consider unsolicited web giving and peer referrals as other great sources for fundraising.

How can you increase peer referrals? Social sites that promote sharing and make it easy for people to talk about your organization provide excellent word of mouth marketing opportunities. If you aren’t in these mediums (Facebook, Twitter, etc.) than you should consider doing so immediately.

Courtesy of eNonprofit Benchmarks Study

Takeaway # 5 

While one-time gifts remain the largest source of online revenue for participants, online revenue from monthly giving is growing at a much faster rate.

What this means for you

While one-time gifts are generally of higher value than monthly giving, keep in mind that the total dollar value for continuous donations will be higher. Consider establishing brand loyalty amongst your fans and provide opportunities for them to give over and over again throughout the year.

Maybe this is done through a series of events or establishing a monthly loyalty plan. Either way, keeping your organization top of mind will promote continuous giving.

Encouraging and promoting online fundraising isn’t always an easy task. Thankfully social media has enabled organizations multiple channels to spread the word.

Interested in how most nonprofits stack up in the social realm? Check in tomorrow when we summarize the benefits of having a strong social media presence.

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