- Just like offline fund raising, it’s the relationship that counts in the online giving experience. The more emotionally attached the donors is, the more engaged, in the online experience, the stronger the relationship. A strong relationship impacts loyalty, retention, and giving level.
- Giving was much more significant through a branded site than through a generic portal—66.7% to be precise. Translation: You are much better off building an engaging and informative area for stating your case for support and collecting gifts into your school’s Web site than working only through your Facebook page.
- To further support this finding that dedicated pages are the way to go, Network for Good found that supporters who gave through branded pages initially give more, and continued to do so over time. Giving through social giving ranked lowest in both areas.
- Network for Good states that fundraisers don’t pay recurring giving the attention it deserves, possible because it costs less than direct mail and there for less ROI-focused. But the study found that “recurring giving is a strong driver of donations” particularly on branded Web sites, with monthly giving the strongest. Of recurring givers, nearly 80% chose to give monthly over quarterly and annually. Perhaps because smaller bites are easier to swallow (easier to budget)?
The results of this study reinforce that as Development Directors, your job is donor cultivation and stewardship—relationship building. Even in the online relationship, you must touch the heart of the donor, engage the donor’s passion, and show how the donor’s gift will make a difference in the life of your students. Your donors need to want to give to your school, and be proud to give to your school.
Clearly, your Web site needs to tell your story—make sure your case for support is clear and has the human factor. It’s more than “we want to add dance programs.” Rather, it could be “expanding our dance program will give our students the opportunity to experience the best production possible to prepare them for excelling in the arts after leaving our school.”
Make your online giving experience easy. Because making it difficult—or if it doesn’t work—diminishes the quality of the online giving experience. Making the process simple and seamless will foster recurring online donations.
Always encourage recurring gifts by placing the option on your Web site. And because clearly monthly giving the most donor’s best choice, you need to outline reasons why monthly giving makes sense for the donor. While convenience and budgeting ease are strong reasons, show how a monthly donation will impact your students. Continue to connect with your donor’s passion.
It’s important to thank your online—as well as your offline—donors in a timely matter. Thank yous not only show your appreciation but also help cultivate your donors for recurring and future contributions. While portal-based and social-media based fund raising does fall far behind giving on your Web site, it can help garner donations you might not normally get. They can also offer an “entryway” to your school … a first step for a donor who you then can steward for a long-term relationship.
To download Network for Good’s complete study report, click here: Cultivating relationships with your donors and prospects leads to raising more and bigger gifts.
Maintaining proper and thorough prospect records is one of your essential support systems to effective cultivation and stewardship. Learn how you can improve your records-management operation in our one-day workshop, Managing Data to Optimize Fund Raising. Join us in New York City on February 15 at St. Hilda’s & St. Hugh’s School or in McLean, VA on February 17 at Oakcrest School for this workshop, led by Gigi Tysinger, Director of Advancement Services at Norfolk Academy, VA. Running 9 a.m. - 3 p.m., the cost is $199 per person ($179 for Consortium members). Click the links to register.
