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The Psychology of Online Giving

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• Conducted via a YouGov Plc UK online survey between November 8 – 11, 2013

• Total sample size was 2088 UK adults (aged 18+)

About the study

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Growth in online fundraising

Online Fundraising is

growing year-on-year

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Growth in online fundraising

14

86

2013 Organisations

Reported Accepting Online Donations

NoYes

30

70

2012 Organisations

Reported Accepting Online Donations

NoYes

Source: SONI 2013 and 2012, Blackbaud Europe

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40% of UK consumers said online giving is their main way

of donating to a cause

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Top 5 Reasons People Donate Online #5 “Paying it forward”

#4 For my own self-worth

#3 A personal connection to a particular cause

#2 In response to a campaign for a particular cause

#1 To support a friend/family member in doing something good

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Chapter Section Slide Upward Trends

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Upward trends Social Sharing

Social Sharing has “traditionally” been used to generate awareness for causes and campaigns • 15% of respondents reported “sharing”

that they’d donated via a social network

• Rises to 25% among 25-44 year olds

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Upward trends Mobile Fundraising

Mobiles are quickly becoming the preferred device for accessing the Internet • 17% of respondents said they’d

donated via a smartphone or tablet

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Caution! • 1 in 5 of respondents did not notice the charity they were supporting

• Possible causes:

• Just donating to a friend • Likely using a 3rd party website • Lack of information about the charity/campaign • Little to no follow up for online donations (lack of data?)

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Nearly half of respondents indicated they’d like to

have easy access to further information about the cause

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We’re not a large charity, so for us the personal touch is really important to keep our brand in the minds of our supporters and keep them close to the organisation. Blackbaud Heroix helps us do this, which in turn will change short-term fundraisers into long-term supporters of the Charity - David Rees, Fundraising Manager at Hope for Children

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• How prominent is your campaign brand during the donation process?

• Start to Finish – across all mediums • How easy is it to learn more about your charity or

cause? • Are you able to reinforce your message with updates on

campaign success/results? • How up-to-date is your website? • How accessible is your website?

• Mobilisation • Less adept users

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In summary

üLeverage technology and tools to support the growing #s of online donors

üEnsure you offer a variety of methods for support – web, social, mobile,

direct mail, face-to-face, etc

üAdopt a multi-channel approach

üEncourage social sharing – and take part in the dialogue where appropriate

üPrepare for mobile

üBe vigilant about your brand and message – make sure your intended

message is out there

üMake it easy to support, share, learn and participate

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Thank you! Don’t forget to download the report and catch

our Top Tips for Online Giving Visit: https://www.blackbaud.co.uk/psychologyofonlinegiving If you have any questions, please email: solutions@blackbaud.co.uk Or connect @BlackbaudEurope & @SandraLuther