On-line Charitable Giving
Posted December 28th, 2010 by Gena Rotstein
- charities
- fundraising
- On-line giving
- relationships
- volunteering
Guest blogger: Karine Aviv
I’m fairly new to on-line giving. I’ve always been the average donor who gives to the charities who succeeded in canvassing me during their campaigns. I don’t have a history of consistent giving so I wonder, if the shift is towards on-line giving, how will the charities “catch” donors like myself, who, in between raising 3 children and working part-time really don’t have that much time to surf the charity sites.
From everything I’ve read up to date, on-line giving is growing, especially for the technologically savvy younger population. Charitable organizations will have to incorporate a more robust fundraising campaign to include both direct-mail and on-line options to capture an increasingly diversified population.
Another issue that keeps popping up is the important aspect of relationship building between charity and donor. From personal experience, I believe this to be critical. I’ve always been more inclined to donate to charities that I’ve been involved with either in volunteering myself, or have touched a personal aspect of my life, such as my children’s education and/or health.
It will be interesting to see how charities cope with the ever-changing fundraising landscape and how they will adjust their campaigns to grab and keep donors like myself through on-line mechanisms.
Bio: Karine is the marketing manager at Dexterity Consulting. She previously worked at Hitachi-ID (previously M-Tech Information Technology) as the Director of Marketing. Her education background is a BA in Psychology and an MBA in Information Systems. She lives with her husband and three daughters in Calgary.
I’m fairly new to on-line giving. I’ve always been the average donor who gives to the charities who succeeded in canvassing me during their campaigns. I don’t have a history of consistent giving so I wonder, if the shift is towards on-line giving, how will the charities “catch” donors like myself, who, in between raising 3 children and working part-time really don’t have that much time to surf the charity sites.
From everything I’ve read up to date, on-line giving is growing, especially for the technologically savvy younger population. Charitable organizations will have to incorporate a more robust fundraising campaign to include both direct-mail and on-line options to capture an increasingly diversified population.
Another issue that keeps popping up is the important aspect of relationship building between charity and donor. From personal experience, I believe this to be critical. I’ve always been more inclined to donate to charities that I’ve been involved with either in volunteering myself, or have touched a personal aspect of my life, such as my children’s education and/or health.
It will be interesting to see how charities cope with the ever-changing fundraising landscape and how they will adjust their campaigns to grab and keep donors like myself through on-line mechanisms.
Bio: Karine is the marketing manager at Dexterity Consulting. She previously worked at Hitachi-ID (previously M-Tech Information Technology) as the Director of Marketing. Her education background is a BA in Psychology and an MBA in Information Systems. She lives with her husband and three daughters in Calgary.
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