Charitable Giving Results for First Half of 2011
It takes money to make money. That’s an old saying that doesn’t usually apply to non-profits, but according to a new study, it should.
The results of a survey conducted by the Nonprofit Research Collaborative found that 60% of groups that spent more money on email and other internet fundraising efforts in the first half of 2011 saw a greater return in donations. But overall, only about a third of charities reporting actually increased spending on online efforts. The lesson: if you can increase your online efforts, you have a good chance of increasing your fundraising success.
Other results from the study were that participating charities were successful with a variety of fundraising methods, from seeking support from corporations and foundations, to events, direct mail and asking board members for donations. About 45% used social media and planned giving. Donors responded to every form of fundraising, with event donations up for two-thirds of the charities that produced them, and direct mail and major gifts up for 54% of the charities that invested in these methods. The lesson: Keep up the effort, no matter which form it takes.
Overall, giving was better in the first half of 2011 for nearly half (44%) of the responding groups; worse for others (30%), and unchanged for a large percentage (25%). Charities with large budgets—over $3 million—saw greater increases in giving.