Reactions to the 2008 donorCentrics Internet Giving Benchmarking Analysis | npENGAGE

Reactions to the 2008 donorCentrics Internet Giving Benchmarking Analysis

By on Mar 23, 2009

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There has been a lot of discussion about the 2008 donorCentrics Internet Giving Benchmarking Analysis since it was released last week. The blogs, Twitter, email lists, and sidebar chats in-between have been busy with a lot of activity. Here is a recap of a few of the articles and blog postings:

Study Shows First-Time Online Donors Often Do Not Return
Stephanie Strom — The New York Times
"The findings suggest that while the Internet can be a valuable fund-raising tool for charities, particularly in soliciting gifts after disasters like Hurricane Katrina, it is not a replacement for direct mail or other forms of fund-raising."

Getting Repeat Gifts From First-Time Online Donors Proves Challenging
Paula Wasley — The Chronicle of Philanthropy
"Target researchers say the findings suggest that nonprofit groups would do well to integrate their online and offline fund-raising programs."

Truths & Myths About Online Donors
Roger Craver — The Agitator
"Effective online fundraising clearly goes beyond technique — such as focusing on “hits” and “open rates” — and must absolutely involve integrating this new channel into the tried and true older channels (dm, telemarketing) to get the most donor value possible."

Do New Online Donors Give Again?
Robert Weiner — TechSoup
"I wonder whether other factors might be at work here. The majority of the nonprofits I have observed do not attempt to re-solicit online donors through online means. Instead, all donors are placed in the same pool and solicited the same way, often through direct mail."

Future of Fundraising is Hiding in Blackbaud Results
Allison Fine — A. Fine Blog
"We are in a period of transition where the old ways of doing things, like direct mail fundraising, may continue for a short time because going back to the old well is easier than figuring out where the new well is and how it works."

Is Online Giving Dead or Alive?
Roger Carr — Everyday Giving Blog
"Online giving is alive and growing, but it is not the only game in town. It also has some limitations that need to be understood. The better you understand the trends in online and offline giving, the better you will be able to build an appropriate fundraising strategy for your profit organization."

Study Finds Online Donors Hard to Retain
Joanne Fritz — About.com Guide to Nonprofits
"There is still no silver bullet for fundraising. Charities must promote their causes across channels. Putting up a website, or having a presence at a social network giving site, is not enough. Capturing information from online donors, so we can follow up in other ways, is just as important as appealing to those donors in the first place."

New Findings About Online Giving
Norman Reiss — Nonprofit Bridge
"So if anyone tells you to focus only your efforts online when seeking new constituents, remind them that it’s too early to phase out traditional methods, such as direct mail."

Juicy stats, benchmarks and lessons on online giving
Katya Andresen — Katya's Non-Profit Marketing Blog
"The best nonprofits have a nice multi-channel outreach program. Don’t assume people want to give in only one way, online or off."

Attention All Shoppers: Online Fundraising Metrics Are In!
Holly Ross — NTEN Blog
"Integrated marketing makes so much sense here. The more ways you communicate with a donor, the more chances you have to be in that right place, at the right time."

ABOUT THE AUTHOR

Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Network (NTEN), Institute of Fundraising National Convention, Civil Society Conference, Resource Alliance’s Fundraising Online, and a keynote speaker at such events as the Crescendo Practical Planned Giving Conference.

Steve serves on the Nonprofit Technology Network (NTEN) Board of Directors and supports its focus on both the growth and professionalism of the nonprofit technology field as well as building knowledge and information sharing capacity throughout the sector.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, became a bestseller in 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.

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