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Who’s Watching Your Nonprofit?

Picture this: your nonprofit is doing amazing work. You are helping the community and making a difference in the lives of those you serve. But who knows about this? We are in an era of personal brands, social influencers, and content creators. Successfully marketing your nonprofit means more than direct mail, email, and text messages. Having a social media savvy person on your team is imperative.

Qgiv recently analyzed giving data from over 30 sources and shared these highlights. Here are some interesting facts to help you shape your fundraising strategies.

Social media: It may be hard to believe but social media platforms have been around since 1997, but it was Facebook in 2004 that changed the way we communicate.

  • 97% of nonprofits use Facebook Pages. This could change after Oct 31 with the new rules and relationship with PayPal.

  • 73% use Instagram.

  • Social media posts were the #1 drivers of charitable giving in 2020. Was this because of the Covid pandemic? More research will tell if this trend continues.

Online giving: We’ve been using email since the mid-1990’ and is still a powerful communications tool.

  • Email has the highest return on investment of any marketing channel ($36 for every dollar spent).

  • 28% of online donations were made using mobile devices.

  • Online donations made up 12% of all donations received by nonprofits earning less than one million dollars per year.

Postal mail: People still like to receive mail delivered by the postal service and they respond positively.

  • Compared to impersonal direct mail, adding a person’s name, full color and more personal information can increase the response rate by up to 500%.

Website: Is your website mobile friendly?

  • 81.6% of donors look at a nonprofit website and social media accounts for updates on an organization.

  • Donations made on a branded donation form are, on average, 38% larger than contributions made through a generic PayPal page.

  • 54% of nonprofit web traffic came from mobile users compared to 46% on desktop devices.

Here are the takeaways:

  • Update your website and social media accounts regularly.

  • Make sure your website is mobile device friendly.

  • Use your electronic tools to reach out to your donors,

  • Don’t forget the occasional personal letter sent via the U.S. Postal Service.

Good luck!

Michelle Crim, CFRE

Dynamic Development Strategies can help. We offer coaching, grant writing, and fundraising services for our nonprofit clients. We specialize in small to mid-size organizations because we understand your challenges. Please contact us for more information.

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