Active online fundraisers raise more for their charity, says Blackbaud survey
Howard Lake | 26 March 2013 | News
Using more of the engagement and update functions on an individual’s online fundraising page will usually raise more funds, according to analysis by software and services firm Blackbaud. It found that individuals who engage with their supporters by blogging, sharing videos, and sending thank you emails via their online fundraising page raise substantially more than those with a basic fundraising page.
The company’s research looked at 86,000 online fundraising pages during 2011-12. It included research with 50 charities and interviews with about 100 fundraisers in the UK, USA and Australia.
How to raise more with fundraising pages
Blackbaud found that the average amount raised from one of its standard fundraising pages was £176.62. This could be boosted to:
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- an average of £195.03 by adding a video or pictures
- an average of £206.62 by adding a blog post
- an average of £317.77 by sending thank you emails
Fundraisers that did all three raised an average of £643.04.
Rob McAllen, Blackbaud’s product manager, European markets, said: “We’ve clearly seen that fundraisers who engage their supporters regularly raise far more money for their causes than those that don’t.
“There can be a reticence about asking people for support, and whilst fundraisers shouldn’t become intrusive with requests, asking does work, especially if done in a way that conveys their passion and shows where people’s donations will help.”
Focus on peer-to-peer fundraising
The analysis was published as Blackbaud launches a new version of its online fundraising platform Heroix, which in other countries is branded Everyday Hero). It is now fully optimised for mobile, and includes peer-to-peer fundraising functions, as well as integrating and managing all fundraising activities. It includes improved teams and groups functionality, and lets charities communicate with fundraisers through their individual fundraising pages.
Blackbaud also recently acquired Ireland peer-to-peer fundraising firm MyCharity.
McAllen added: “Whilst other online giving platforms have focused on SMS-giving we decided to make the Heroix platform fully optimised for mobile devices, including tablets.
“With more than 30 million smartphones in the UK alone, we believe that soon most people’s online activity will be done via their mobile. If people can’t view a website, or interact with a fundraising page because it isn’t mobile optimised, they will soon give up.”
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.