It’s no secret that online giving has grown into an incredibly important channel for nonprofit fundraising.
Over the past decade we’ve seen consistent growth in online giving across the board. The 2016 M&R Nonprofit Benchmark Report found that between 2013 and 2014, online fundraising increased for their participants by 13%.
Even more impressive is the growth smaller nonprofits are experiencing.
The 2015 Individual Donor Benchmark Project (you can read the fascinating report focused exclusively on small nonprofits here) found that from 2014 to 2015, online revenue increased by 130%. From 2013 to 2014, it grew a whopping 403%!
So, we clearly need to have a solid grasp of what is working and where we’re heading with online giving. We want to understand why it’s growing so rapidly and what this growth means for our fundraising approach.
But sometimes the implications of this data are misinterpreted. This has led to some widespread misunderstandings about what’s truly going on with online fundraising.
So let’s clear up some of those misconceptions right now. [Read more…]