Associations Today

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Why Must Membership Websites Take Advantage Of Online Giving Growth?

online-donations-management	| Flickr	Photo Courtesy of	 Multimedia Photography and Design-Newhouse School	http://www.flickr.com/photos/newhouse-school-mpd/4836042058/sizes/q/Online giving is on the rise. The Blackbaud Index of Online Giving reports that donations rose 13.3 percent between September and November last year compared to the same period in 2011.

The index tracks revenue data from nearly 2,000 nonprofits representing $373 million in annual online giving, according to an article on the Association Trends website.

Membership websites need to take advantage of the growth in online giving. The World Wide Web has made donating so much easier. Let’s say you’re reading an article online and there’s a link to a page when you can contribute money. Instead of stopping to find your checkbook and an envelope, you can make a donation with a few clicks on the mouse.

Mobile also opens up new opportunities for additional giving, especially at events. You have a captive audience and can make an appeal right there. If they’re able to text a donation from their phone, you can get an immediate contribution. That’s much easier than asking people to remember to make a donation when they go home.

The Association Trends article also notes that overall charitable donations are on the rise. The Blackbaud Index of Charitable Giving reports that donations grew by 1.7 percent during the three-month period ending November 2012 compared to the same period the previous year.

That index tracks giving trends of more than 3,000 U.S.-based nonprofits representing $7.9 billion in annual giving on a monthly basis.

Source: Association Trends, January 2013

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