Online donors…
- Have higher household incomes than offline (mail, primarily) donors.
- Give larger gifts than donors acquired via mail.
- Give more than twice as much over their lifetimes compared with donors acquired via mail.
We know online fundraising is a strong tool for the annual fund. New donor acquisition, especially during ambasssador-led giving days, is staggering when the campaign is done right. But for all that online fundraising does for your annual fund, digital philanthropy is even more effective in your major gift program.
Check out this guest post I recently wrote for EverTrue. In the piece, I provide recommendations for using online and social media to find, engage, and steward major gift donors.
Short story short, don’t pigeonhole online and social media as a small gifts only tool. Just this past week, a single $143,000 gift came in during one of our higher ed client’s giving day. A well-run, well-resourced online strategy can do more for your major gift program than you ever thought possible.
Justin Ware is the Vice President for Digital Fundraising Strategy at ScaleFunder. ScaleFunder provides innovative digital fundraising tools to help your organization reinvent fundraising 365 days a year.
The Social Side of Giving 