Report reveals most/least effective fundraising tools
Survey respondents for the 2018 Global NGO Technology Report
were asked to rate the effectiveness of the most commonly used communication and fundraising tools.
Their answers provide valuable insight into which tools NGOs should prioritise in their communications and fundraising strategy.
Surprisingly, text messaging and messsaaging apps got the thumbs down from most participating organisations, with 42% rating Text-to-Give tools as ineffective. Messaging apps were rated ineffective by 36% of respondents.
Tools rated effective, or somewhat effective were:
- Email updates (82%)
- Websites (81%)
- Social media (78%)
- Video (72%)
- Printed annual reports
- Social media ads (61%)
- Direct mail (60%)
- Peer-to-peer fundraising (56%)
- Printed newsletters (54%)
- Search engine ads (49%)
Over 5 000 non profits in 164 countries (including 330 from South Africa) were surveyed. 92% have a website, the majority of which are mobile compatible. 63% regularly send email updates and appeals to their supporters. Email address lists ranged from under 10 000 for small organisations to over 60 000 for large organisations.
According to Ashley Thompson, Managing Director of Blackbaud, "In the US, online giving has grown an average of 8% annually for the past five years. Excellent online practices — from thoughtful web design to active social media stewardship — are now fundamental basics for successful donor engagement."
NGOs that are successful at online fundraising regularly publish news articles and blog posts focused on stories of hope that include a prominent call to give. These are then shared in email updates and fundraising appeals. Posting the same content on social media also inspires online giving – but right now, email is still the most powerful online fundraising tool.
Other interesting online facts recently published by Nonprofit Tech for Good:
- On average, non profits raise 7.6% of their total revenue online.
- 21% of online donations were made on a mobile device in 2017.
- 66% of donors would use a mobile app that allows two-tap giving and earns badges and redeemable points. This app does not exist.
- Over the last 10 years, donor retention rates have been consistently weak - averaging below 50%.
- 66% of donors are volunteers and 85% of them donated to the non profit that they volunteered for.
[Source Nonprofit Tech for Good]