8 Interesting Stats on Nonprofit Online Fundraising and Social Media
Eight statistics on nonprofit online fundraising, social media, and mobile technology, each with a practical takeaway your organization can act on.
We recently read 8 interesting stats on nonprofit online fundraising, social media and mobile technology that are taking place in the nonprofit world. First of all, the good news is that online fundraising revenue is increasing worldwide! And the even better news is that online fundraising revenue will continue to grow. Read through these interesting statistics from Nonprofit Tech for Good and consider discussing them at your next staff meeting.
1. Online giving reached a record high in 2016
The percentage of total fundraising that came from online giving reached a record high in 2016. Online donations accounted for 7.2% of all revenue raised in 2016.
Takeaway: If your nonprofit doesn’t have a mobile-friendly site, it’s time to make it a top priority.
2. Email is motivating more donors
The percentage of donors motivated to give online by an email has increased to 40% since 2015. In 2010, only 6% of donors said that an email motivated them to give.
Takeaway: Convert as many of your supporters to email/social contacts as you can and save on mailings.
3. High-income donors prefer to give online
Donors that have an annual household income of $200,000 give an average of $2,252 yearly and 51% prefer to donate online.
Takeaway: Continue building the relationships with your large donors. For example, ask them to be an advisor to help you solve challenges you may be facing.
4. Social media follower ratios
For every 1,000 email subscribers, nonprofits have 428 Facebook followers, 141 Twitter followers and 39 Instagram followers.
Takeaway: Identify the right online platforms for your organization and build and engage your community on these platforms.
5. Peer-to-peer fundraising and social sharing
A total of 21% of peer-to-peer fundraising dollars raised are the result of a direct click-through on social media.
Takeaway: Tell stories on social media to maximize shareability of your posts. Furthermore, brand your fundraising campaign by using hashtags and incorporating different multimedia such as images, video, and text.
6. Americans reach for their phones first thing
A total of 46% of Americans say that they check their smartphones as soon as they wake up, even before they get out of bed. Email and social media are the first apps that are opened.
Takeaway: Go through your entire website, donation page, social media platforms and email newsletter to make sure they are easy to access on a mobile device.
7. Mobile payment adoption is growing
A total of 28% of smartphone users worldwide have used a mobile payment service such as Apple Pay, Samsung Pay, or WeChatPay.
Takeaway: Optimize your donation process for mobile. These type of payment services have the potential to make collecting donations much more efficient since donors do not have to fill out a long form each time to enter their payment information.
8. Digital skills are a leadership gap
Only 3% of charities rate their board and executive leadership team as being digitally savvy. As a result, 56% of charities are worried that they will miss out on digital fundraising opportunities.
Takeaway: Digital skills training doesn’t have to be expensive. There are many online resources and webinars nonprofits can utilize to sharpen their skills. Websites such as Nonprofit Hub offer free webinars on their site.
