A review of a recent study conducted by Blackbaud Europe to investigate donor motivations and behaviours for online giving. #psyofonlinegiving
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The Psychology of Online Giving
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• Conducted via a YouGov Plc UK online survey between November 8 – 11, 2013
• Total sample size was 2088 adults (aged 18+)
About the study
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This survey was conducted using an online interview administered to members of the YouGov Plc UK panel of 350,000+ individuals who have agreed to take part in surveys. All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2088 adults, of which 1218 have donated money to charity online. Fieldwork was undertaken between 8th - 11th November 2013. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
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Growth in online fundraising
Online Fundraising is
growing year-on-year
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Before we dig into the study – let’s set the stage. Online fundraising is growing year-on-year – this means the # of people donating online and the amount of donations! Online fundraising is one of the few methods that can show YOY growth. So while it does not raise as much (in some cases) as more traditional methods (i.e. Direct Mail) – it is a vital component to a successful fundraising strategy.
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Growth in online fundraising
14
86
2013 Organisations
Reported Accepting Online Donations
NoYes
30
70
2012 Organisations
Reported Accepting Online Donations
NoYes
Source: SONI 2013 and 2012, Blackbaud Europe
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Great news was reported in Blackbaud’s SONI Report. More of you are accepting online donations than ever before. Also, organisations in the UK and Ireland reported seeing a higher percentage of individual donations coming from online channels - 15% in the last report.
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40% of UK consumers said online giving is their main way
of donating to a cause
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And it’s not just organisations reporting that online giving is growing in popularity…More and more individuals are turning online to support their favourite causes. In this survey – 40% reported that donating online is (or will be) their preferred method of giving.
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And giving online draws lots of focus to your website. Nearly 60% of those who have given online gave directly through a charity’s website. This reinforces the importance of your organisation’s website in your communications and fundraising strategy. – Our survey showed that giving via your charity’s website was popular across all age ranges!! So don’t let anyone tell you your older supporters aren’t online! We debunked that myth in our Next Generation of Giving UK report earlier this year.
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Chapter Section Slide Upward Trends
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Let’s focus on some rising trends from the survey next.
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Upward trends Social Sharing
Social Sharing has “traditionally” been used to generate awareness for causes and campaigns • 15% of respondents reported “sharing”
that they’d donated via a social network
• Rises to 25% among 25-44 year olds
Image: Social Sharing http://blog.vfmleonardo.com/wp-content/uploads/2012/09/Social-Sharing-02.jpg
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Initially organisations used social sharing buttons to promote content on their website. Increasingly, donors are taking the same idea and sharing their good deeds with their social networks. Nearly 10% of our respondents had “social” reasons for giving: Had seen a social networking contact donate and wanted to do the same Wanted to be seen online as a good person Wanted to impress someone of the opposite sex Liked a celebrity associated with a particular cause �This should all be encouraged! As social sharing, whether it’s a donation, advocacy or simply a great story, is a very powerful marketing tool – today and tomorrow!
Another trend on the rise is donations from smartphones and tablets. Mobile devices, whether smartphone or tablet, are close to outpacing desktops as the #1 way to go online. Expectations about what users can and should be able to do via their mobile device are increasing. While our survey showed only 17% of respondents using a mobile device to make a donation – I expect this number to only rise. �Google reports that 50% off all UK web traffic TODAY to come from mobile devices. Tomorrow the figure will only be higher.
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Caution! • 1 in 5 of respondents did not notice the charity they were supporting
• Possible causes:
• Donating to a friend • Using a 3rd party application of website • Lack of information about the charity/campaign • Little to no follow up for online donations due to lack of data
So, is it all roses in this survey? Not necessarily! 17% of respondents in this survey did not notice which charity they were supporting with their donation. This number slightly increases if we include those who responded “do not know”. There are a variety of reasons this could occur: - supporting a friend, not a particular cause the charity brand was not prominent or even there – often times when using challenge event tools (fun runs) – it’s their brand on display, not yours There may be a lack of information or easy access to information about your cause Sadly, all too often there is little to no follow up on donations made online
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Do you have a communication plan?
Nearly half of respondents indicated they’d like to have easy access to further information about the cause
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While speaking of communications – 49% of respondents wanted easy access to further information about the cause they were supporting. This is very encouraging. How are you addressing this in your communications plan? Some questions to ask internally at your organisation are: How prominent is your charity’s brand during the donation process? Start to finish – across all mediums How easy is it to learn more about your charity or cause? Are you able to reinforce your message with updates on campaign success/results? How up to date is your website? How accessible is your website?
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• How prominent is your charity’s brand during the donation process?
• Start to Finish – across all mediums • How easy is it to learn more about your charity or cause? • Are you able to reinforce your message with updates on
campaign success/results? • How up-to-date is your website? • How accessible is your website?
• Mobilisation • Less adept users
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We’re not a large charity, so for us the personal touch is really important to keep our brand in the minds of our supporters and keep them close to the organisation. Blackbaud Heroix helps us do this, which in turn will change short-term fundraisers into long-term supporters of the Charity - David Rees, Fundraising Manager at Hope for Children
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Raised 4X as much via their charity branded pages on Heroix than JG
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Now, we’ve looked at how people donate – but we need to understand why! Acknowledging donor motivations allows us as fundraisers and marketers to better communicate and serve our supporters.
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Top 5 Reasons People Donate Online 1. To support a friend/family member in doing something good
2. In response to a campaign for a particular cause
3. A personal connection to a particular cause
4. For my own self-worth
5. “Paying it forward”
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In summary üLeverage technology and tools to support the growing #s of online
donors üEnsure you offer a variety of methods for support – web, social, mobile,
direct mail, face-to-face, etc üAdopt a multi-channel approach üEncourage social sharing – and take part in the dialogue where
appropriate üPrepare for mobile üBe vigilant about your brand and message – make sure your intended
message is out there üMake it easy to support, share, learn and participate
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Unless otherwise stated, all stats from today’s presentation are from The Psychology of Online Giving Report – download today!
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Thank you for attending! Don’t forget to download the report and catch
our Top Tips for Online Giving Visit: https://www.blackbaud.co.uk/psychologyofonlinegiving If you have any questions, please email: [email protected] Or connect @BlackbaudEurope & @SandraLuther
