Statistics from the National Philanthropic Trust show that from 2013-2014, charitable donations increased among individuals, businesses and foundations. According to Steve MacLaughlin, a director at Blackbaud, the bulk of those donations occur during the holidays. Giving back has always been promoted during this time of year, so take advantage of the spirit of the season and use these two tips to increase donations to your organization:
In 2012, New York's 92nd Street Y teamed up with the United Nations Foundation to found #GivingTuesday. Its intent was to create an annual online activism campaign dedicated to spreading the spirit of giving during the holiday season. #GivingTuesday falls on the Tuesday after Thanksgiving (Dec. 1 of this year), contrasting the massive shopping excursions of Black Friday and Cyber Monday.
According to GivingTuesday.org, the international event incorporates over 30,000 partners worldwide and has led to an increase in online donations on Tuesdays following Thanksgiving since 2012. These numbers are very encouraging to organizations interested in harnessing the power of social media, and #GivingTuesday could be used as a kick-off event to promote charitable contributions through the holidays.
Provide multiple, convenient donation options
A 2012 report by Blackbaud found that, despite the rising popularity of credit and debit cards, the majority of American donors prefer to contribute via check. Among those in Australia and the U.K., cash, credit and debit were the methods of choice.
Though the results don't speak much of electronic payments, an NPTrust survey pointed out that in 2014, one in four of the 100 largest charities received more than $10 million in online donations each. Small nonprofits saw the greatest growth in online giving.
The takeaway here? Provide multiple, convenient options in order to take advantage of the variable preferred payment solutions of your contributors.
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