A review of a recent study conducted by Blackbaud Europe to investigate donor motivations and behaviours for online giving. #psyofonlinegiving

1. The Psychology of Online Giving
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2. About the study
•
Conducted via a YouGov Plc UK online
survey between November 8 – 11,
2013
•
Total sample size was 2088 adults
(aged 18+)
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3. Growth in online fundraising
Online
Fundraising is
growing
year-on-year
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4. Growth in online fundraising
2013
Organisations
Reported Accepting
Online Donations
2012
Organisations
Reported Accepting
Online Donations
14
86
30
No
Yes
70
Source: SONI 2013 and 2012, Blackbaud Europe
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No
Yes

5. 40% of UK
consumers said
online giving is
their main way
of donating to a
cause
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Image: Computer Girl http://www.idioplatform.com/uploads/2011/07/COMPUTER-GIRL.jpg

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7. Upward Section
ChapterTrends Slide
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8. Upward trends
Social Sharing
Social Sharing has “traditionally” been
used to generate awareness for causes
and campaigns
•
15% of respondents reported “sharing”
that they’d donated via a social network
•
Rises to 25% among 25-44 year olds
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Image: Social Sharing http://blog.vfmleonardo.com/wp-content/uploads/2012/09/Social-Sharing-02.jpg

9. Upward trends
Mobile Fundraising
Mobiles are quickly becoming the
preferred device for accessing the
Internet
•
17% of respondents said they’d
donated via a smartphone or
tablet
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Image: [Mobile Fundraising] http://www.npengage.com/wp-content/uploads/2013/01/mobile-web-752x483.jpg

10. Caution!
•
1 in 5 of respondents did not notice the charity they were supporting
•
Possible causes:
• Donating to a friend
• Using a 3rd party application of website
• Lack of information about the charity/campaign
• Little to no follow up for online donations due to lack of data
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Image: Warning Sign http://www.picgifs.com/graphics/w/warning-sign/graphics-warning-sign-954409.jpg

11. Do you have a communication plan?
Nearly half of respondents indicated they’d like to have easy access to
further information about the cause
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13. •
•
•
•
•
How prominent is your charity’s brand during the donation
process?
• Start to Finish – across all mediums
How easy is it to learn more about your charity or cause?
Are you able to reinforce your message with updates on
campaign success/results?
How up-to-date is your website?
How accessible is your website?
• Mobilisation
• Less adept users
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14. We’re not a large charity, so for us the personal touch
is really important to keep our brand in the minds of
our supporters and keep them close to the
organisation. Blackbaud Heroix helps us do this, which
in turn will change short-term fundraisers into longterm supporters of the Charity
- David Rees,
Fundraising Manager at Hope for Children
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16. Top 5 Reasons People Donate Online
1. To support a friend/family member in doing something good
2. In response to a campaign for a particular cause
3. A personal connection to a particular cause
4. For my own self-worth
5. “Paying it forward”
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17. In summary
ü Leverage technology and tools to support the growing #s of online
donors
ü Ensure you offer a variety of methods for support – web, social, mobile,
direct mail, face-to-face, etc
ü Adopt a multi-channel approach
ü Encourage social sharing – and take part in the dialogue where
appropriate
ü Prepare for mobile
ü Be vigilant about your brand and message – make sure your intended
message is out there
ü Make it easy to support, share, learn and participate
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18. Thank you for attending!
Don’t forget to download the report and catch
our Top Tips for Online Giving
Visit:
https://www.blackbaud.co.uk/psychologyofonlinegiving
If you have any questions, please email:
solutions@blackbaud.co.uk
Or connect @BlackbaudEurope & @SandraLuther
For audio dial: 0808 238 9691 & then 906 706 4452 #