Congratulations! You have done it again. Yes, philanthropic online giving grew another year. According to the 2013 Blackbaud Giving Report, “Online giving grew 13.5% in 2013 compared to 2012. Large organizations grew by 12.7%, medium organizations grew 11.3%, and small nonprofits grew 18.4% on a year-over-year basis. That’s a further increase over 2012’s 10.7% growth rate and shows that online giving is still thriving.” No matter the size and shape of your nonprofit organization, online giving grew by double-digits, proving even more how important cultivating your donors through various outlets are for your mission. The best part? That every sector (environment and animal welfare, healthcare, human services, education institution, faith-based, etc.) had growth compared to previous years. Now, just because you finished strong in 2013 – primarily in December with 17.3% raised in that month alone – there is still work to be done!
While online giving is extremely important and technology is not going away any time soon, don’t forget the greatest factor… people give to people. Donors respond to human needs – NOT organizational needs. So as you grow your online presence through your website, social media, and online interactions, make sure you focus on the donor’s needs and provide an experience that they will enjoy giving to your cause even more (and more frequently too).