Online 'Pledging' — It Just Isn't Worth It
According to Blackbaud’s Index of Giving, online giving has been growing at roughly twice the rate of overall giving. While this isn’t necessarily new giving, it’s still income that these nonprofits desperately need.
I was at a fundraising gala last fall where the nonprofit equipped three board members with tablets opened to its PayPal donation page. When the ask was made at the event, the three of us walked around the room to people wanting to make gifts online. In the same event, we saw people making gifts by going to the website from their smartphones. And still others used checks or made gifts after they got home.
Online increasingly means mobile
You shouldn’t penalize a donor accessing the site from his or her phone or tablet. It should be just as easy to give there as it is through a computer. Recent research from the Pew Research Center found that 57 percent of American adults use cellphones to go online. And 21 percent of cellphone users say they primarily access the Internet from their phones. Why would you want to cut off that large of a donor base?
So even if you prefer to make a gift from your laptop or desktop, don’t make the mistake of assuming everyone does. The philanthropy tide is shifting to online. And the online tide has definitely shifted to mobile.
‘Donate Now’ does not trigger the urge
You’re absolutely right: Simply having a mobile site doesn’t trigger the urge to make a gift. Neither does having a Facebook page. These leaders still need to be skilled at telling their stories and, more importantly, asking people to give.
But having a donation option on the mobile site is no longer an option. It’s a necessity.
— To your fundraising success, Marc