30% of donations are online, says Digital Giving Review 2012
Howard Lake | 2 July 2012 | News
Online fundraising service Give as you Live™ reports that 70% of charities’ donations are received through offline channels, with just 30% coming in online.
The company, in partnership with the Institute of Fundraising, publishes this and other findings as part of the first stage of its Digital Giving Review 2012. The details will be released to delegates this afternoon at the National Fundraising Convention in London.
Source of online donations
Of the 30% of donations generated online:
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- 90% came in via online giving websites
- 7% via email
- 3% via Facebook
There were no reported donations generated via Twitter.
Digital communications
The survey found that charities communicate more frequently online than offline.
- Daily: 47.5% of the charities survey use social media channels, 13% use offline
- Monthly: 34% communicate monthly via email, and 11% offline
Of those that communicated quarterly or less frequently:
The biggest barriers?
The research found that the biggest barriers preventing charities from fundraising successfully online were:
- internal resources (37%)
- donor resistance (23%)
The Give as you Live 2012 Digital Giving Review includes additional statistics including research findings broken down by size of charity.
Further research
The second stage of the Digital Giving Review 2012 will look at digital fundraising trends from donors’ perspectives. Give as you Live is inviting charities to help choose the questions for the donor survey.
Polly Gowers OBE, founder and CEO of Give as you Live, said: “With online and offline audience the same size, charities need to work on converting online supporter engagement into financial support. There are many ways to do this, including using technology like Give as you Live, which offer charities an easy way to encourage online giving without being a burden on charities’ resources.”
www.digitalgivingreview.com
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.