Our country's economic woes are most likely affecting many organization's online donations, but it's still difficult to tell. The Center on Philanthropy at Indiana University reports that 74% of donations to charities in 2007 stem from individual gifts, according to a CNN article published yesterday. No doubt online fundraisers will start to see some dips not usually associated with September and October, months where online giving is typically up from the August malaise. But, are online fundraisers affected and how will this affect year-end giving? It's unclear. Changing Our World's report on The Economy, Fundraising, and Philanthropy shows that-- historically, at least-- giving won't be affected as much. A recent poll by the Online Fundraising Blog shows that 70% of poll responders are giving as much or more as they did last year.
Of course, recent news and the upcoming elections may give history a new chapter. So if the series of economic events sends ripples through the sector and you indeed hit a slowdown, what can you do? How can you avoid a drop-off?
Communicate.
Your press releases, blog posts, newsletters, social network posts, Tweets, online ads, Google ads, everything you do can promote that despite the economic downturn, you are still providing services and programs for your constituents. The benefactors of your services still need those services and the people who have shown any interest in your organization over the years need to know that you're still out there, doing good.
Don't be shy: address the economic downturn. Let people know that your services are needed now more than ever because of the economic crisis. Promote the advantages of giving (tax-deduction, incentive gifts, benefactor services, good will). Offer special online giving levels that donors haven't seen before (a $35 or $45 gift levels, perhaps a new incentive). Create more honor/memorial gift opportunities for the upcoming holidays and offer more ways for people to make these gifts. Get creative with your success stories and appeals to address the economy.
The point is not to hide because of this crisis. Your online donations may likely take a downturn, but it shouldn't be a sheer drop-off. You need to be out there, with your ask, in an honest, transparent manner. Let your constituents know that your organization's programs and services are needed now more than ever.
Other Links:
- Network For Good: Key Components for Fundraising in a Downturn Economy
- NTEN: Five Tactics to Rev Up Fundraising in a Down Economy
- Online Fundraising Blog: A Way Out
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Posted by: Jeff Paul Scam | March 03, 2009 at 02:23 AM