It’s that time of year again! It’s time for us to take a look back at 2013 and the state of digital fundraising.
The Digital Giving Index is an annual report that provides insights into the trends currently impacting the digital fundraising space. This year Network for Good and Plenty joined forces to examine the data and dig up the information you and your organization need to know. This information is a compilation of data from Network for Good’s online donation platform and observations from their Online Giving Study.
Our Top Three Takeaways:
1. Keep an Eye on Peer-to-Peer Giving: With a 55% increase in peer-to-peer digital giving in 2013 it is clear that peer-to-peer fundraising is a growing fundraising platform and becoming a more integral part of the development portfolio. We know that people are motivated to give to causes that are not just important to them, but also important to their friends, families, and co-workers, and when you pair their desire to give to causes their networks are connected to with the advancements in fundraising technology, we see that it is easier than ever before for constituents to fundraise.
2. Your Brand Matters: We’ve said it before and we’ll say it again. Your brand is important and is, in many cases, the reason your constituents give to your organization and not another. Your brand is the bridge between your cause and the impact made through giving. It symbolizes the impact your supporter’s donations make. The visual representation of your brand is a strong way to engage your audience and ensure their loyalty. Not convinced yet? In 2013, branded giving pages had higher average gift sizes than generic pages by 20-30%.
3. Giving Tuesday is Growing: We are all familiar with Giving Tuesday. It is the national day dedicated to giving that occurs after Thanksgiving when most people are busy snatching up as many iPads and blenders as their carts will fit. Giving Tuesday is a great reminder amidst the doorbuster deals and crazed shoppers that the holidays are meant to be a time of generosity. In 2013, Giving Tuesday donations grew 73% and impacted 28% more charities than the year before. Giving Tuesday is becoming the jump-start to the end of year giving season, when up to 30% of annual giving occurs. While these numbers surrounding Giving Tuesday impress us, we can’t help but wonder: Are these donations coming from new donors? Is it money organizations would not have received otherwise? Or, are they simply end of year donations brought in earlier than they originally would have been? What do you think?
2013 was a strong year for digital giving and we expect this trend to continue as the economy strengthens and unemployment rates decrease. You can view The Digital Giving Index in its entirety below.