November 5, 2009 — As American consumers go online to purchase their holiday gifts, research indicates that a growing number of internet shoppers will also be going online to give to charity. Last year more than 50 percent of online consumers1 said they planned to give online to charity in the last quarter of the year. With that number expected to grow in 2009, it’s time for nonprofits to make the most of online giving this holiday season. “Now is the time of year when people are most likely to give, either in the holiday spirit or for tax reasons,” stated Meg Murphy, Director of Marketing for Convio. “With millions of Americans spending money online, the modern nonprofit needs to be ready to reach, inspire and move these people to support their cause.”
Nonprofit professionals are rallying to bring in the dollars and reach people this holiday season. So what should nonprofits be doing to get their slice of the expected $3 billion holiday giving pie?
- Start soon. 35-42% of online giving happens in November and December each year. There’s no time to procrastinate.
- Ramp up email efforts and track responsiveness. With direct mail costs rising and response rates dropping email is becoming the channel of choice. So, turn to email, a cost-effective, efficient and environmentally-friendly way to reach people. Don’t be complacent and wait for money to come in. Track email open rates, click-through rates, and response rates and react accordingly.
- Target low hanging fruit. People who gave last year are most likely to give again. Reach out to them with a personalized message that thanks them again for last year’s donation and tells them how it was used. Explain why it is important for them to give again this year.
- Follow-up. Now is not the time to be shy. Send follow-up messages to people who haven’t responded to previous asks. Chances are the message got buried in their inbox. A second message could get your organization back on their radar and lead to a donation.
- Make sure your website is compelling. You want to make the best first impression possible, provide the information they seek and make giving as easy as possible.
- Use social media. Build and maintain a presence where you expect to find the target audience. Create a group in Facebook, video to humanize your mission on YouTube, a following on Twitter, or a page on MySpace. It’s not just teenagers who are “social” – grandma is on them too! This strategy will enable the organization to tap into supporter’s social networks through a preferred channel.
Even with the recession many people will still give. Use these tips to reach more people and expand the base of donors so you’re ready to fire on all cylinders when the economic recovery arrives and people go back to giving more. Nonprofit professionals can learn more at http://my.convio.com/forms/2009_Holiday_Giving_Guide_p/?referr=pr
Hitting the Email Inbox
Hitting the Email Inbox
