According to a recent article in Philanthropy Journal, nonprofits can raise more money if donors are asked for gifts in person by people they know.
A study commissioned by Campbell & Company and conducted by the Center on Philanthropy at Indiana University found that donors to secular charities who were approached for a gift face-to-face by an acquaintance gave an average of $987, or 19 percent more than those contacted by an acquaintance through mail, email or phone.
This is a notable finding as many nonprofits shift their fundraising efforts toward online giving. The accessibility and reach, for both the person making the donation and the organization receiving the donation, make online giving a convenient option for both parties.
There will always be donors who are wary of online transactions or those who just prefer to interact with a person face-to-face. There is a balance between online and in-person fundraising, and it likely is a reflection of your organization’s donor population.
Despite how technology may shift trends in fundraising, you can’t underestimate the importance of understanding and accommodating your donors’ preferences for giving.
