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How Giving is Growing Online: The Latest from the Digital Giving Index

Where is online giving going? How do you capture more digital dollars for your cause?

To make a smart plan for your digital giving spend and online fundraising strategy, you need to understand how donors are giving online. Since 2010, Network for Good has published the Digital Giving Index which looks at online giving trends across the Network for Good platform, including both branded and generic donation pages, social fundraising sites, portal giving, and employee giving.

The Network for Good’s Digital Giving Index data represents $233 million in giving for 2014 representing donations to 45,000 charities. While online donations still represent less than 10% of all charitable giving, the growth of online giving continues to outpace the rate of growth for overall giving. In 2014, the donations on Network for Good’s online giving platform increased 23% over 2013.

Digital Giving Index 2014

Here are a few key takeaways from our giving data:

Create Great Visuals: 10 Tips and Tools for Nonprofits

More and more nonprofits are using visuals to tell their story, illustrate impact, and create a case for giving. But creating visuals can sometimes be costly, time consuming, and seemingly impossible without advanced software. At Network for Good, we see clients using visuals in amazing ways to share their stories, engage donors, and raise more money in ways that are effective, easy, and—guess what?—FREE! We've compiled a top 10 list of tools and techniques to help you incorporate more visuals into your organization's work.

What Is Social Fundraising Anyway?

Social fundraising is empowering your supporter base to fundraise on your behalf. Social fundraising is also known as peer-to-peer fundraising, P2P, or personal fundraising.

Think beyond the walkathon

When you think of social fundraising, you probably think of a walkathon, dance marathon, or another event that social fundraisers will attend. Although this is the best-known type of social fundraising, you don’t have to have an event to justify launching a social fundraising campaign.

Doubling Down on Monthly Giving

How much do we believe in monthly giving here at Network for Good?

A whole lot.

Today I’m super jazzed to announce that we’ve DOUBLED the amount of Challenge Rewards we’re giving away as part of our Recurring Giving Challenge. Thanks to a generous grant from the Network for Good Generosity Fund, we’re now awarding a total of $20,000 to Network for Good clients with the most successful, creative, and compelling monthly giving campaigns.

Yep, that’s right: twenty large!

How awesome is that?

The challenge ends on April 30, 2015, but there’s still time to join in to improve your monthly giving programs, get more recurring donors, and grab your share of the Challenge Rewards. First, sign up for the Challenge. Then, if you’re not a Network for Good client, I encourage you to reach out to us today and find out how easy it is to get started with more effective online fundraising software. We even have a free demo tomorrow afternoon so you can get all your questions answered.

Need some more inspiration? Catch up with other posts in our Recurring Giving Challenge Series:

Nonprofit Spotlight: Firecracker Foundation

Network for Good works with so many amazing nonprofits and we want to introduce you to them and the great work they are doing! Because May is Sexual Assault Awareness Month, I want you to meet one of my favorite customers who is doing amazing work helping child sexual abuse survivors heal their whole being.

Meet Firecracker Foundation  Firecracker Foundation

On a day-to-day basis, The Firecracker Foundation works with survivors of childhood sexual trauma through long-term strategies of therapy, arts enrichment, and yoga practice. Their work is focused on healing the whole individual.

On a larger scale, however, The Firecracker Foundation is about community. Tashmica Torok, the founder of Firecracker, has built her organization around the historical idea of community members being charged with keeping the communal fire burning. From their mission to their fundraising strategy, this ethos of the many coming together for a common goal is extremely evident.

Nonprofit Link Round Up

I hope you celebrated National Volunteer Week. Did you do something to make your volunteers feel special? I got a sweet card and gift in the mail from an organization I've been volunteering with for many years now. It really did make me feel appreciated. Even if you just send out a personal email to those who volunteer with your organization, I promise your volunteers will never forget it!

Now, let's get to those links!

The Key to More Effective Donor Communication

To truly connect with donors and inspire them to become a part of the work that you do, you need to speak to them. Really speak to them. This means getting extremely clear on the message you’re trying to send, and making it incredibly relevant to why they care about your mission in the first place.

This is why the key to more effective communication is specificity

When your emails and other communications are specific, they can be more relevant, interesting, and authentic. Your job as a marketer or fundraiser is to definitively answer the question, “Why me?”  You can’t do that with broad and generic messages. Generic messages are not just typically boring; studies have shown that vague statements can introduce skepticism among readers. Definitely not the feeling you want to evoke!

How do you make your message more specific, and in turn, more relevant? Think about the unique stories your donors have when they relate to your cause. Group donors into meaningful categories based on:

Make the Most of Mother’s Day

There’s no better way for your organization to get the attention of your supporters and prospects (and the media) than by piggybacking on what’s already top of mind. Your people are already thinking about this stuff, making them far more likely to connect with your campaign than at other times.

That’s “right thing, right now” marketing, and I’ve seen some fantastic Mother’s Day models from nonprofits like yours in recent years.

Nonprofit Link Round Up

Happy Friday!

Link Round Up

Here’s what caught our eye in the world of fundraising and nonprofit marketing this week:

National Volunteer Week is coming up! Wild Apricot has ideas for how you can celebrate and resources to help improve your volunteer programs.

We love John Haydon and all his wise words on social media for nonprofits. Here’s another gem from him: 7 Deceptively Simple Ways to Promote a Fundraiser on Facebook.

Joe Garecht from the Fundraising Authority wants you to step out of your comfort zone and ask your donors the most important question you probably aren’t asking.

During the Association for Fundraising Professionals’ international conference last week, the Chronicle of Philanthropy asked fundraising pros to share what they wish they had known when they started a career in fundraising. The video is definitely worth three minutes of your time!

Kivi and Kristina over at NonprofitMarketingGuide.com have some great tips for you when it comes to leveraging hashtags to promote your cause.

If you’re in the DC area, grab your 3D glasses (they have extras if you’ve misplaced yours) and head over to the M+R event showcasing what they learned from their annual Benchmarks Study. And if you can’t make it to DC, you can still get the highlights from a webinar they’re hosting in May.

I’m a fan of Maeve Strathy’s blog, What Gives Philanthropy? It’s always clever and on point. You must check out a recent post from guest blogger Kimberly Elworthy: 11 Things I Learned About Fundraising/Philanthropy When I Fell into the Field Temporarily. It’s rich with GIFs and will make you chuckle.

That’s all for this week! Have a great weekend and share your best resources in the comments below!

Nonprofit Spotlight: Campus Pride

Network for Good works with so many amazing nonprofits and we want to introduce you to them and the great work they are doing! We’re rebooting our Nonprofit Spotlight series this week and I want you to meet one of my favorite customers, Campus Pride.

Meet Campus Pride  Campus Pride

In his elevator pitch, Steve Windmeyer, Campus Pride founder and executive director, will tell you that his organization builds future leaders and safer campuses. What won’t make it into the conversation between the first and second floors is all of the dynamic ways Campus Pride does this. Through leadership training, advocacy workshops, on-campus climate studies, and college fairs, Campus Pride is making a tangible difference in the lives of LGBTQ college students.

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