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GiveCentral's latest survey report: 2016 Insights on Nonprofit Giving

New Study Reveals Insights on Donor Giving Habits

Get The Survey ReportKnowing your audience is critically important. Understanding their habits, interests, what motivates them and their charitable preferences are important pillars of your fundraising strategy. Knowing how, when, where and why donors give are key building blocks and questions you need to be able answer to successfully raise money for your organization.That’s why GiveCentral launched a benchmark national study to uncover and track Americans’ charitable giving habits. GiveCentral’s 2016 Insights on Nonprofit Giving report reveals key insights and motivators behind the more than $358 billion American’s give to charity annually.* Here are some highlights from the benchmark study:

Digital Dollars

One out of three Americans indicated a preference for online giving. What’s more, of those respondents, 34 percent said they are likely to donate MORE when using electronic payment methods.

Tech Age of Giving

Forty-three percent of Americans have used a computer, smartphone or tablet to make a donation.

More Dollars Digitally

When asked the dollar amount of their most recent contribution, those who prefer to donate online gave an average of $115 versus an average donation of $82 for those who prefer cash or check. Similarly, those donors who prefer online giving gave an average of $781 annually compared to a $559 average for those who prefer cash or check.

Motivating Factors

Approximately 30 percent of Americans donate for religious reasons. Other motivating factors include: To help people in need (58 percent), feel fortunate and want to give back (39 percent).

Time Out

Evenings (36 percent) and weekends (26 percent) are the most likely time in which donations are made. For 18 percent of survey respondents, early morning is the ideal time.

Moving Story

Storytelling is an art, and an a must-have part of fundraising. That’s because nearly 20 percent of survey respondents said they were emotionally moved to donate by someone’s story. Get your copy of the full report here:Get The Survey ReportGiveCentral’s 2016 Insights on Nonprofit Giving report reveals other interesting and actionable findings along with recommendations how you can put them into action to benefit your fundraising efforts.


 *Giving USA 2015: The Annual Report on Philanthropy for the Year 2014

Giving Tuesday: December 1, 2015

Giving Tuesday: Giving Thanks and Giving Back

Here at GiveCentral, we are really looking forward to the Thanksgiving holiday this year. It brings us all together in so many different ways with its simple focus on being thankful. Now, thanks to Giving Tuesday, which happens on the Tuesday following Thanksgiving week, there is a great focal point for expressing our thanks, and for kicking off the holiday giving season.

This global day of giving, created by 92nd Street YMCA in 2012, is in its fourth year. The growing movement brings together communities to work for a common mission to help give back, and each year, more and more organizations are joining the effort. Honestly, after the spending frenzy of Black Friday and the holiday weekend, Giving Tuesday is a bit of a needed reset for each of us!

At GiveCentral, we share the sentiment and the spirit behind Giving Tuesday, and we are going to help you and your organization take advantage of the excitement around it to rally your donors. While many of you have appeals and holiday giving programs running, Giving Tuesday can be a fun, one-off opportunity to get folks excited, and to increase giving.

If you’re wondering how to best highlight this global mission, here are a few of our tips to get you started.

  1. Key Messaging

It’s crucial to know your audience and their key values to tailor your Giving Tuesday messaging. Position Giving Tuesday as a universal day to celebrate and encourage giving, while using personal anecdotes that will resonate with your audience. The goal of your messaging should always be to effectively get your donor base to believe in your mission.


GiveCentral Best Practice Tip: Don’t be afraid to share what the donated funds will be used for. Sharing that the funds will be used towards a new playground or to fix the roof can drastically help increase funds. Donors are more likely to give when they can relate to what their funds are going toward.


  1. Communicate

Whether it’s a note in your bulletin, a handout, text message or email, be sure to maximize all of your communication platforms to share your Giving Tuesday mission. Educate your audience on what Giving Tuesday is and how they can get involved to make Giving Tuesday a success for your organization.


GiveCentral Best Practice Tip: Don’t forget to say thank you! A personalized thank you for a donation is an effective way to turn a one-time donor into a lifelong supporter. GiveCentral makes it easy for organizations by sending automatically customized thank you notes after each donation.


  1. Engage Your Resources

It takes a village! Don’t go at your campaign alone. Create a committee of individuals who are energized and excited to make Giving Tuesday a success for your organization. Leverage these individuals to be key communicators of your campaign through word of mouth, social media and more!


GiveCentral Best Practice Tip: Take advantage of the smartphone phenomenon and directly connect to your donors through GiveCentral’s Text-To-Connect platform. Texts are sent to your custom cell phone number to collect information and donations to take your Giving Tuesday campaign to the next level.


  1. Get Social

Giving Tuesday is catching momentum across the globe on social media. Jump in the conversation and share your story. Create tailored Facebook posts and Tweets to remind your followers of Giving Tuesday and your mission while gaining new followers.


GiveCentral Best Practice Tip: Create a personalized hashtag for your Giving Tuesday campaign for donors to easily tag, track and share!


 

With these tips, your organization will be well on its way to helping members celebrate Giving Tuesday and get into the holiday giving spirit!

slices of pumpkin, apple and berry pie on three separate white plates

Would You Like a Larger Slice of the Charitable Giving Pie?

Giving Grows, but Religious Donations Still Slide

Great news for nonprofits was just released this week: donations grew in 2014! According to Giving USA, charitable giving in the United States increased by 7.1 percent overall, rising to $358 billion. This is even higher than the amount projected in 2013 and a level of giving unseen since before the Great Recession. Individual contributions made up 72 percent of the increase, so you can tell that people are feeling generous.Another encouraging discovery: the ongoing upswing in charitable giving increased by 5.4 percent in 2014, far outpacing the five-year average growth rate of 3.4 percent.And once again, religious organizations received the largest share of charitable dollars (32 percent) and the estimated amount contributed to religion reached its highest value ever. The downside? As a percentage of charitable giving, religious donations remain in a 30-year slide. Dropping from 54 percent in 1987 to 32 percent today, religion is claiming an ever-shrinking piece of the charitable pie.So what is a faith-based nonprofit to do?First, be aware that there is ever-growing competition for your donors’ time, attention, and generosity.Excellent causes abound, and they’re all asking for the same dollars you are. Don’t let this discourage you from telling your story, but get comfortable with the idea that you might not be a donor’s top priority on a given day (and try again later, of course).Second, give your donors a reason to notice you and not the other guy.Inboxes are filled with tempting offers, social media is chock-a-block with interesting links, and other demands for attention are almost literally everywhere you can imagine. Consider what you are doing differently to stand out, and highlight what makes your cause unique.Third, follow up graciously.A thank-you note is certainly in order for every donation, but stories of what-happened-next speak to both donors and prospects alike. Demonstrating the good work that you do encourages potential donors to support your efforts and makes current donors consider giving more.The findings from the 2015 Giving USA report are encouraging, but this news is only the whipped cream on our delicious pie. Don’t eat your slice and assume more is always on the way! Many ingredients are needed and we’ve got to keep doing the work that mixes them all together.To learn how GiveCentral has helped hundreds of organizations find the right mix, just ask! Sign up for a webinar or contact us here

GiveCentral Survey Report: 2015 Predictions for Nonprofit Giving

The Times, They are a Changin’ – New Survey Report on Technology and Nonprofit Giving

by Bridget Mayer

New Nonprofit Giving Survey: 2015 Predictions for Nonprofit Giving

Communication and Technology Adoption Key to the Future of Donor Management

front cover of the GiveCentral 2015 "Predictions for Nonprofit Giving" Survey ReportChange is practically synonymous with a new year and this rings true for nonprofit organizations in 2015. The next few weeks and months are a time for fresh fundraising strategies and an overall penchant to shake things up.Technology is one area in particular that is driving forward change within nonprofits of all shapes and sizes, regardless of the industry. Here at GiveCentral, we’re constantly striving to learn more about technology’s transformative effect on donor giving and how organizations are responding to the digital age’s influence. Whether it be how mobile technology is mixing things up or how donor management tools have changed, it’s important to us to stay on top of the latest trends.We recently conducted a proprietary survey among more than 80 nonprofit senior executives, including senior religious leaders, Chief Executives, Chief Financial Officers and development managers across a wide range of nonprofit organizations. We wanted to identify the best donor management practices and understand the biggest giving-related challenges and opportunities that nonprofits will face in 2015.You can download the full report here.What we found in our inaugural report, 2015 Predictions for NonprofiGiving, was both enlightening and encouraging. Senior executives of nonprofits recognize there are many challenges ahead—from the increasing level of competition for donors to the pressure of technological change. The good news, however, is that they are preparing for the future.A few statistics in particular stuck out to us as we dove into the data, including the importance of effective donor communication to engage with donors, how donors are becoming more comfortable with online giving and the need for increased technology education. Below, I’ve outlined these findings.To ensure your organization is positioned to increase its donations in 2015, please check out the full report for a comprehensive look at the current nonprofit giving environment.

Lack of Communication Puts Donor Relations at Risk

Many nonprofit executives reveal that the greatest barrier to donor engagement and giving is a lack of communication.

  • Despite 84 percent of respondents reporting their organization embraces technology change, more than one-quarter (27 percent) do not have a formal email communication schedule in place and only 10 percent send weekly donor emails.
  • One-quarter (26 percent) still rely on weekly printed newsletters. As a result, nonprofit senior executives are leaving many opportunities on the table to communicate and engage with donors to build stronger relationships and increase giving.

Donor Fear of Technology Diminishing

Nonprofit senior executives said that although they still face some hesitation from donors when it comes to technology, more and more are becoming comfortable with digital channels.

  • 84 percent of nonprofits recognize the importance of catering to a new generation of donors and embrace technology change.
  • Only one-in-ten nonprofits retain fully manual donation processing, demonstrating the prevalence of technological advances in giving programs.

Donor Education is Key to Embracing Technology Change

While donors are becoming more comfortable with the idea of technology change, increased education is needed to close the gap. At the same time, organizations are confident their donors can move past the perceived complexity of online giving programs.

  • Nearly half (49 percent) of survey respondents said their donors don’t understand online giving.
  • Yet, only 12 percent of respondents say online giving technology is too complex for their organization to use.

As you usher in 2015’s changes and begin to prepare for the years down the road, we’re hopeful that the donor giving information in this survey from nonprofit leaders is valuable to your organization. Whether it’s gaining a small piece of insight, finding comfort that you’re on track for technology’s demands or even realizing you are behind the digital curve when it comes to nonprofit giving, please let us know what you thought of the survey results in the comments below.Wait, there’s more!To confirm you are positioned to increase your donations in 2015, please contact me at bridget@givecentral.org to schedule an analysis of your donor management practices.