8 Great Reasons to Invest in Your Online Program

According to Blackbaud’s recently released 2010 Online Giving Report, 7.6% of all fundraising came from online sources last year.

After a decade and half of investment in online assets, 7.6% may seem like a paltry payout compared to the cost of developing and maintaining an online presence, so why should nonprofits continue to invest in digital marketing ?

Consider the numbers …

  1. 77% of  Americans use the internet.1
  2. 92% of internet users ages 50-64 and 89% of those 65+ send or read email, with more than half of each group doing so daily.4
  3. 76% of internet users ages 50-64 get news online, with 42% doing so on a daily basis.. 62% of  users age 65+ look for news online, with 34% doing so on a daily basis.2
  4. 47% of internet users ages 50-64, and 26% of those 65+, use social networking sites such as Facebook, LinkedIn and Twitter.4
  5. Among adults who have taken an action as a result of following a cause via a social media channel, 31% have made a donation to the organization.3
  6. 37% of donors who give online say that when they receive a direct mail appeal from a  charity they use the charity’s website to give their donation.2
  7. 50% of generation X/Y donors say they give online in response to a direct mail appeal, 26% of boomers respond to direct mail via the web.2
  8. More than twice as many online donors say they were prompted to give an online gift in response to a direct mail appeal compared to when they received an e-appeal.2

The days of single channel constituents are over. Donors look for, and expect, a cohesive message across all channels. With 77% of Americans on the internet, organizations cannot thrive in today’s competitive marketplace without an integrated marketing strategy.

  1. Internet World Stats  
  2. eJewish Philanthropy
  3. Harris Interactive
  4.  Pew Internet and American Life Project