At the end of 2018, we need to look back at the things that worked and were successful during the year in the non-profit sector. Done properly, this should give us a much clearer picture of where to concentrate our resources in 2019.
In a previous article, Your Story suggested that 45% of donors would be using online methods to donate money. Turns out, internationally in 2018, 54% of donors used either credit or debit cards to give money to charities online. 9% of donations came via PayPal, and 4% came via mobile apps or wallets. Text messaging was the least successful method of donating, only 1% of donations being activated using this technology.
Inspiring New Donors
In terms of inspiring donors, the most effective method used in 2018 was social media. 29% of donors worldwide were stirred by social media – Facebook, Instagram and Twitter leading the way. 27% of donors were moved to donate by email, and 18% by the organisations’ website. In total, digital communication motivated 74% of all donations. Technological experts tell us that Facebook is set to dominate even more with their new suite of fundraising tools, and a forum predicted to make an entrance in this field is Whatsapp, an app that is owned by Facebook and set to become an ever more powerful messaging forum.
Traditional TV and radio only inspire 9% of donors to give, but this market may increase during the year if the latest entrants, Netflix, Showmax and Pandora tailored their advertising to cater to the non-profit sector.
The greatest concern regarding giving
Giving Days and Crowdfunding
Traditional “Giving” days that civil society has been cultivating, such as GivingTuesday have not yet seen the success we hoped for. It is therefore essential that all non-profits collaborate to spread these events in order for them to become an effective tool in the industry. Nearly half of all donors had never even heard of these global events.
Crowdfunding campaigns are growing in popularity worldwide, and 41% of charitable donors also donate to online crowdfunding campaigns. A small concern is that 16% of these donors say that they give less money to organizations due to their crowdfunding. In Africa particularly, newly launched crowdfunding services that enable individuals to create online fundraising campaigns are pioneering online giving. As a result, at 50%, African donors have the highest rate of donating to personal crowdfunding campaigns in the world.
New and Emerging Ideas
A third of worldwide donations were tribute gifts. The top three occasions are memorials (43%), birthdays (25%), and religious holidays (10%). Surprisingly, very few non-profit organizations actively promote tribute giving. Religious donors are more likely to give to provide basic needs and support the causes of children and youth, health and wellness, and hunger and homelessness. Non-religious donors are more likely to give to the causes of animals and wildlife, human and civil rights, and international development and relief.
Nearly 31% of donors around the world are prepared to give to organizations outside of their country of residence. Online giving technology, united by a 24/7 global news cycle and ever more affordable international travel, has led to this increase in international donations.