“Online Giving Continues to Grow, but at a Slower Pace, Chronicle Study Finds”
June 18, 2010
In another Chronicle of Philanthropy article. they highlight online giving. While recently they wrote about overall charitable giving being down by 11% for the Top 400 charities (article here), now they talk about online giving, which actually rose by 5% in 2009, according to the Chronicle’s annual survey.
I don’t think this is surprising. It is very possible for overall donations to be down, while donations over the Internet continue to go up. This only reflects a trend in society of more online usage. The majority of Americans now shop online. They are increasingly more confident in giving their credit card information online. So it only makes sense they start to do more charitable donations online as well.
Also, a lot of charities have become more savvy in promoting their website, and making online giving more accessible. And because of the various social networks and charitable giving portals out there, it is a lot easier to research and access a particular nonprofit group.
I will venture to say that Internet giving is going to increase year over year for the next decade. And while it won’t become exponentially greater, there will certainly be a steady increase.
It is good for nonprofit organizations to immerse themselves more in social media, more effective websites, and more innovative campaigns to reach people through technology – especially the younger demographics that is more accustomed to doing things online.