Dig Deep: Donor Prospecting & Online Giving

Austin Merritt, DAXKO Operations Project Manager

Britney McKim, DAXKO VP of Professional Services

Online Giving

Online Giving

Myth #1

People won’t give online.

People won’t give online

2008 contributions = $300 billion

(that’s a lot of zeros)

People won’t give online

• $300 billion contributed in 2008• Only 4% contributed online

contribution 96%

online contribution 4%

People won’t give online

People won’t give online

• 75% of Americans have Internet access.

• 94% of Americans who have online access have shopped online.

• Americans spent more than $186 billion buying merchandise over the Internet in 2008.

Myth #1: People won’t give online

Case in point

Myth #2

Online giving replaces the face to face ask.

OLG Replaces Face 2 Face

The truth?

Online giving should supplement traditional fundraising.

OLG Replaces Face 2 Face

Statistics from DAXKO Operations:

• 6.4 million members & program participants

• 1.2 million active membership units

OLG Replaces Face 2 Face

OLG Replaces Face 2 Face

Step 1: Segment your database

OLG Replaces Face 2 Face

Step 2: Send targeted email solicitation

OLG Replaces Face 2 Face

Step 3: Track gifts coming in & follow-up

Online Giving

Myth #3

Online giving means I can only raise money through my organization’s website.

One place to give

Raise $ through my website

Raise $ through my website

Raise $ through my website

Raise $ through my website

Raise $ through my website

Myth #4

We’re missing out on a larger gift

We’re missing out on a larger gift

The Truth?

Recent OLG Stats:

• Avg gift size: $152• Avg gift size in December 2008: $248• Online giving volume increased by 68% in Q1 2009

Conclusion

1. Return on Investment

2. This is not a fundraising thing. It’s an association thing.

3. Include your volunteers

Key Takeaways