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4 reasons why online fundraising matters

Online fundraising has become a key part of most organizations’ plans, constituting huge parts of their overall revenue. But not every nonprofit is on board with this increasingly popular technique.
According to Katya Andersen and Rebecca Ruby Higman in “Nonprofit Management 101,” an online giving program is a necessary part of fundraising. They listed reasons why it is so important, in case you or your colleagues are still on the fence:
1. It’s a growing portion of giving. Various studies, including Giving USA, put online giving at between 5 and 10 percent of overall giving, but online donations have been growing about 50 percent each year.
2. Online donors are the donors you want. They tend to be more youthful than offline donors and their gifts are around $100.
3. Online fundraising is great for small or start-up groups. A recent eBenchmarks study by M + R Strategies and the Nonprofit Technology Network (NTEN) found that smaller groups do especially well online.
4. You need to master it now as an integrated part of your fundraising strategy. As more and more giving shifts online, your presence on the Internet will become paramount. Develop it now, in concert with your other fundraising activities.
- NPT

 

 

 


 
 
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