Do you think most charitable giving is done online? While online giving increased by about 13% in 2013, according to a survey of 100 of the largest nonprofits conducted by The Chronicle of Philanthropy, it remains a very small portion of total donations.
The Leukemia & Lymphoma Society reportedly received the largest sum of online donations, with more than $98 million total. And five other organizations reported online donations of $100,000 or more in 2013. But among those nonprofits surveyed by The Chronicle, the median share of online giving constituted just 2% of all individual and company donations.
March of Dimes’ chief marketing officer believes that fundraising “has to be connected to the real world. That’s why we’re still doing runs, walks, and rides.” More than three-quarters of the nearly $100 million that March of Dimes raised in 2013 came from in-person giving.
But online fundraising isn’t just about making money. It can be used to raise awareness of an organization and increase the effectiveness of an organization’s programs.
Was your organization’s online giving strategy successful, either in raising dollars or awareness, in 2013?