Google’s Online Giving Patterns (And How to Use Them!)

Marketing and Social Media

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Google recently conducted a survey about online giving patterns and how donors decide to make donations to different charities. This piece by Co.EXIST does a great job of breaking down and explaining Google’s findings. This list is a great way to make sure your nonprofit uses those findings to make your fundraising a success!

1. “People Start Thinking About Donations Before The Holiday Season”

Many nonprofits start focusing on their holiday season fundraising during the summer — and that’s a good thing! The people who are planning on donating during the season are already considering their options and deciding which organizations they want to support. The summer and fall months are the time to plan for holiday donors! Start planning your end-of-year fundraising strategies now and work on developing your nonprofit’s storytelling to appeal to future donors. Work on developing relationships with your current supporters and building new friendships with new people. When December rolls around, you’ll be thankful you did!

2. “Nonprofits Need to Diversify Through Digital”

Online information and digital communication are gaining ground on traditional methods like direct mail and telephone calls. Stay ahead of the curve by making sure your online presence is up-to-date and that you’re making the most of the online tools available to nonprofits. Current web presence is important: 75% of younger donors are turned off by out-of-date webpages and many people turn to websites and social media to research nonprofit organizations and their missions. Taking advantage of online search engine optimization (SEO) tools, social media tutorials, and in-depth e-mail programs are great ways to make the most of your online presence.

3. “Online Video Is The Most Influential Source In Driving Donations”

A whopping 57% of people who watch a nonprofit’s video go on to make a donation to that organization. That’s huge! Making a good nonprofit video can be a big investment, but it will pay off in the long run. If you don’t have the money to invest in a professional video, hand-held cameras and online editing tools can help you piece together a video on your own. Hosting isn’t a problem: Google’s new Google for Nonprofits includes ways to set up YouTube channels especially for charitable organizations.

4. “Don’t Forget About Mobile”

About 40% of the people surveyed by Google said that they did research on nonprofits on their phones. Another 25% said that they made donations to a nonprofit on an online mobile donation page. To keep those donors happy, make sure that your organization’s webpage is mobile-responsive. That includes your donation page, too! If you’re using a Qgiv donation page, you can automatically make the page mobile responsive. If you’re using another provider, contact them to make sure your donation form is mobile responsive.

5. “Donors Are Comparison Shoppers”

Donors are very deliberate about the nonprofits they support financially. As you prepare for the upcoming holiday season, make sure you’re aware of the three main areas considered by potential donors: emotional connections, facts and impact, and transparency. Appealing to donors’ emotions, supporting your requests for support with solid facts about the people you help and your organization’s impact, and financial transparency should all be included in your webpage, appeals, and e-mails. Making your organization stand apart from other nonprofits is key!

Mobile Fundraising Field Guide

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