It’s that time of year again—time for your supporters to give online. An online giving study conducted by Network for Good revealed that about 40% of online giving is done in December, due to the holidays and anticipated end-of-tax-year benefits. Online giving is cost-effective. It can cost up to $1.25 to raise $1 with direct mail, and over $.63 to raise $1 by phone—but it costs around $.05 to raise $1 online. And, on average, online gifts are higher than offline gifts. Online givers generally have higher incomes and online giving is naturally more impulsive.
Start now to consider how to reduce fundraising costs and leverage online donors’ generosity during the holiday season, and establish online giving opportunities for your cause. Take those Webpages live in November, when the early bird holiday shoppers get started.
One way to really leverage the holiday online buying phenomenon is with an online auction. Start procuring now, and seek items that will work as gifts. What about a travel package—a tropical getaway for those in the Northeast and a ski vacation for donors in warmer climates? Check out our Auction Booster travel packages at http://www.auctionpay.com/all-products/auction-booster.aspx for great options.
Speaking of online auctions, our October webinar covers online auction best practice. Register at http://www.auctionpay.com/about-us/events-calendar/10-21-2009-online-auction-best-practice.aspx.
Another option is a fund-a-cause. Suggest that supporters make a donation in a loved one’s name in lieu of a holiday gift. Or, ask your donors to contribute cash donations so you can provide holiday gifts for beneficiaries of your mission.
Whatever the strategy, the key is to get started now so you have your program, procurement, and Webpages ready to go live on November 1st.