# Invest more in digital to stay ahead, BT survey suggests

- Link: https://fundraising.co.uk/2012/07/04/invest-more-digital-stay-ahead-bt-survey-suggests/
- Published: 2012-07-04T13:29:22+01:00
- Author: Howard Lake

Although nine out of 10 charities now invest in digital, more than 80% of those 
spent less than £10,000 in the last year.

Those that do not invest are convinced the set up costs are prohibitive, the survey
found. _Understanding donor behaviour in a digital age_, published by the Institute
of Fundraising and sponsored by BT’s MyDonate, which surveyed 258 fundraising directors
and the Institute’s wider membership, found that a large proportion think that digital
is not the way to engage with their donors. Those who do invest, however, have seen
a marked increase in online giving with only four per cent reporting a drop.

Interestingly those who have seen an increase in online giving have seen it across
all age groups. Older people tend to give higher gifts but all age groups are more
likely to give if they are made more aware of the charity’s work. Older people are
more concerned about security online, but this is less of a worry for younger generations,
who are more likely to be attracted by a tailored Facebook page.

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BT is celebrating the first anniversary of MyDonate, which is free to charities 
and donors alike, and says it has seen a relatively high take-up of giving by text
in the last year.

Full results from the survey are available at

www.institute-of-fundraising.org.uk/newsroom/latest-news/charities-must-prioritise-
investment-in-digital-to-stay-ahead/

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