Community Brands, a purpose-driven company that delivers connected solutions to leading associations, nonprofits and schools worldwide, announced today the results from its
Donor Experience Study: A deep dive into donor experience and expectations. The study explores the tipping point between offline and online giving preferences, and the impact current experiences have on donor loyalty.
“We’re seeing shifting giving preferences as the threshold for online and mobile giving rises,” said Brandy Keller, Director of Product Management and Marketing, Nonprofit Solutions, Community Brands. “We expect to see more investment in mobile technology to improve online giving and fundraising events. And, enhancing mobile experiences will be critical as nonprofits look to simplify the giving experience to keep up with donor expectations. Our findings can help nonprofit organizations evaluate their own donor experiences and identify areas for improvement.”
Key findings include:
How donors give is driven by donation amount and familiarity with the organization. The higher the donation amount, the more likely donors are to contribute offline. Donors also prefer to give offline to unfamiliar organizations.
Age and income determine preference for online giving. Younger and higher-income donors are more comfortable giving online, and are more likely to give higher contributions online.
There’s a growing preference for mobile giving. Seventy-one percent of donors have donated on a mobile device, with a growing interest among younger donors to make all online donations through a mobile device.
Event experiences impact donations. Sixty-three percent of donors say they are more likely to give to an organization after having a positive experience at an event. This is especially true for Millennial and Gen X donors.
Technology can improve fundraising events. Experiences with technology at events are overwhelmingly positive, and organizations leveraging technology to enhance the experience at a fundraising event or auction see a positive impact on donor engagement.
Donors want personalized follow-ups. More than twice as many donors say they prefer personalized content than say they prefer generic content. All donors are most interested in personalized impact reports.
The entire report can be downloaded at communitybrands.com/DonorStudy. To learn more about Community Brands Nonprofit Solutions, as well as Membership Solutions, K-12 Solutionsand Payment Solutions, visit CommunityBrands.com.
