01 Jun Online Giving Statistics: Framing 2021s Donation Standards
2020 and 2021 have been a turning point for online giving across the board. Nonprofits have been forced to streamline their donation process and get it online.
Nonprofits that invested in mobile-giving and text-to-donate platforms long before the pandemic have been seeing the benefits of these giving solutions for a while now. Simply put, allowing for your donors to support via their phones not only makes it easier on their end, but it can also drastically increase the number of donations you receive.
1. 91% of American adults own a smartphone (NP Source)
These first two statistics provide some context on why mobile giving is such a useful tool for nonprofits. Today, 9 out of every 10 American adults own a smartphone. In marketing, it’s important to make sure that you’re not only visible where your consumers are, but that you allow them to make purchases based on where they spend a lot of their time.
For example, many brands are not only advertising on apps like Instagram, but they are now taking advantage of Instagram’s ability to link directly to their products on organic posts as well. These brands know that their consumers have a smartphone and spend a lot of time on social media apps. Therefore, they spend a significant amount of budget into their social media marketing.
Getting your supporters to donate to your cause is not that far off from brands marketing themselves on Instagram. It is very likely that all your donors have access to a smartphone, and by offering them the ability to donate through their phones, you’re meeting them where they are most present. In other words, you’re making it easier for them to connect with your organization.
2. 51% of people who visit a nonprofit’s website do so on a mobile device (NP Source)
The fact of the matter is that people aren’t just going on their phones to go on their favorite social media platforms. They are going on their phones to browse the internet as well. With 51% of people visiting a nonprofit’s website on a mobile device, it’s not only important to have mobile tithing options, but your site should also be mobile-friendly.
You know when you go on a website on your phone, and it’s extremely slow or clunky, and you just back out in frustration? A mobile-friendly website will help drastically reduce bounce rates. But, if you can make it easy for your mobile website visitors to find out how they can donate either online or through text-to-give solutions, you can also increase your donations.
3. In recent years, mobile giving donations increased by 205% (NP Source)
Yup. You read that right. In past years, mobile giving donations have increased by 205%. While that figure is likely to go down, as it is most likely the result of a mobile-giving boom from 2015-2016.
However, think about it in these terms: If you haven’t yet offered mobile and text-to-donate solutions for your supporters, then you’ll likely see a big increase in donations for your cause. While it’s not likely you’ll see a 200% increase in donations once you integrate a mobile giving solutions for your nonprofit, there is no doubt you’ll be increasing your tithing totals by a large amount.
4. Over $43 million was raised by the Red Cross’s Haiti earthquake relief text-to-give campaign (NP Source)
The 2010 earthquake in Haiti was absolutely devastating. And, if not for the Red Cross’ text-to-give campaign, the rebuilding process for the Caribbean country would not be as far along as it currently is.
Rec Cross’ campaign has been instrumental in showing just how powerful text-to-give solutions can be. Not only on a local scale, but on a global one as well. People want to donate to good causes, but when the donation process involves a complicated sign-up process or the need to use a computer, the amount of people who actually donate is much lower.
When people come together for a good cause—whether it’s as large as donating to a country in need, or something more local like helping their community get the funds they need to carry out their work—text-to-give is the best platform for doing just that.
5. The average donation size for text-to-donate fundraisers is $107 (NP Source)
While that number will certainly vary on a case-to-case basis, the fact that, on average, a fundraiser can expect $107 per donation is incredible. This figure goes to show that when people are given the opportunity to donate easily, they are more likely to donate more money.
6. For every 1,000 fundraising messages sent, nonprofits raise $42 (NP Source)
At the end of the day, online fundraising & giving is a game of numbers. Building your support base will always be the #1 priority, closely followed by simplifying the donation process. On average, nonprofits raise $42 for every fundraising message sent – so growing your support base will directly impact your ability to raise funds online.
How To Get Started With Online Giving
At mobileAxept, we offer high-grade text-to-give solutions that streamline the online donation process for your nonprofit. As the pioneers of text giving, we offer the most intuitive donor experience.
With GiveNow, your donors will be able to do everything from registering to setting up recurring payments all from a single text.
To learn more about how mobileAxept can help you take your donation numbers to new heights, reach out today!