Looking at nearly every metric—size, gift amount, retention rate, or, most importantly, overall share of giving—online giving set new records last year. The COVID-19 pandemic forced nearly all nonprofit institutions, as well as their donors, to establish new patterns of behavior for philanthropic support. While this presented unique and unfamiliar challenges, it also allowed many nonprofits to recognize the important role that digital fundraising can have in our advancement shops.
Now, as we begin to adjust to a new normal, it is an ideal time for nonprofit organizations to increase their focus and investment in online giving. Those steps are important because online giving is growing quickly. After all, digital fundraising accounted for 13% of total giving this past year—a remarkable share given that it had never before accounted for 10% of total giving.
To help you recognize the various steps your institution can take to build out its online giving program, complete the form below to receive your copy of this inaugural edition of “GG+A: In Focus.”