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Skagit Valley Hospital

Network For Good Release Study Results for Online Giving

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Today, Network for Good released a landmark study of $381 million in online giving, including 3.6 million gifts to 66,470 different nonprofits from 2003-2009.

Some highlights of the study include:

  • Just as the strength of the donor-nonprofit relationship heavily influences offline giving, the online giving experience has a significant impact on donor loyalty, retention, and gift levels. Small improvements to the online experience can make a big difference in donations.
  • Giving on social networks is significant, but donor loyalty is highest on nonprofit websites that build strong connections with donors. Personality matters on these websites: The loyalty factor for donors acquired through generic giving pages is 66.7 percent lower than for donors who give via nonprofit-branded giving pages.
  • Analysis of cumulative online giving via different pages powered by Network for Good shows that donors who gave via nonprofit websites started at the highest level and gave the most over time. Those who used giving portals started lower and gave less over time. Those who used social giving opportunities gave the least initially and added little afterward.
  • Recurring giving is a major driver of giving over time and should be strongly encouraged in the giving experience.
  • A third of all online giving occurs in December, and 22 percent of annual giving happens in the last two days of the year. Online giving (by dollars) on December 31 is concentrated between 10 a.m. and 6 p.m. in each time zone.

Click here to access the full study and accompanying data, including stand-alone charts and a discussion forum.

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