Best PracticesFuture of Culture

Fundraising Effectively in a Digital Universe

By December 7, 2016 No Comments

On November 29, 2016, the digital fundraising initiative #GivingTuesday celebrated its fifth anniversary by motivating 1,560,000 donors around the world to donate $168,000,000 to nonprofits in 98 countries—a staggering 44% increase over #GivingTuesday’s 2015 results. Did your organization participate in this global phenomenon? Next year’s date is November 27, 2017.

Meanwhile, the massive grassroots response to #GivingTuesday blurs a more worrying trend in American philanthropy:  a greater volume of gifts from larger donors, coinciding with a dramatic decline in grassroots giving. Why is this a problem? Because large donations often come with socio-political strings attached, argues Helaine Olen in her thought-provoking Slate column, The Big Problem in Charity that Giving Tuesday Cannot Fix.

A new online giving tool from the Chronicle of Philanthropy and Network for Good caught our eye: a compilation of Online Giving Trends which reconfirms that the final week of the calendar year—and New Year’s Eve itself—is the critical window for online giving appeals. What is your organization’s digital fundraising strategy for New Year’s Eve, which drove 103% more giving than December 30th last year?

SOURCE: Chronicle of Philanthropy/Network for Good Online Giving Trends