Online fundraising facts, stats and tips: 101

Think of this post as a starter guide for getting to know an online audience. After reading, think about how you can contribute information in the comments section.

The most successful online fundraising campaigns have many of these components/attributes:

1. They do not overwhelm (not trying to save the world)
2. Know their audience
3. Specific, understandable, digestable
4. Are engaging
5. Participatory
6. Recognize donors and other contributors
7. Make it easy to donate (think text, mobile, web, etc)
8. Meet a real need
9. A combination of crowdfunded (small amounts, large group of people) + large donations
10. Start or enhance a movement
11. Team effort

Let’s break it down. To really know your online community (or audience) you need to do some research. For starters, take a look at Facebook and Twitter (see below).

Facebook
According to an Inside Facebook report in March of 2009, there were more Facebook users 26-44 than 18-25. And in a separate report, they also noted that Facebook is seeing massive increases in adoption among users 35-65. The fastest growing demographic on Facebook is still women over 55.

Twitter (PEW research)

• 19% of online adults age 18-24 have used twitter or something like it
• 20% of online adults age 25-34 have used twitter or something like it
• 10% of online adults age 35-44 “    “     “    “
• 5% of online adults age 45-54  “    “    “   “
• 4% of online adults age 55-64  “    “    “   “
• 2% of online adults 65+  “    “    “   “

Even more… (SocialMediaToday)

• 35% of twitter users live in urban areas
• 9% live in rural areas
• 17% of internet users in households earning less than $30,000 tweet
• 10% of internet users in households earning more than $75,000 tweet
• 76% of twitter users use the internet wirelessly

What about the average age of social networkers? (SocialMediaToday)

• Median age of a twitter user is 31
• Median age of a myspace user is 27
• Median age of a facebook user is 26
• Median age of a Linkedin user is 40

The average age of a social network user is 37 years old.

What about online donors? (Blackbaud white paper)

More online donors come from households including two or more adults. The online donor percentage of households with two adults is 41% versus 47% for the national level.

Online donors tend to be more affluent. Starting at the level of $50,000 or more, online donors’ estimated income percentages at every bracket are consistently higher.

Fifty-three percent of online donors are male, versus 49 percent female.

Give people information the way the want it online
Recent reports show that the majority of online networkers consume news. Think about how you are planning to share and engage with this knowledge in mind.

Important to note: “After six solicitations a year, the likelihood for long-term loyalty diminishes significantly.” -George Rubanenko, Blackbaud

A few tactical ideas to get you started as you plan your online campaign:

• Identify and join communities with your target audience BEFORE making an ask.
• Find and engage brand ambassadors (in addition to your volunteer crew).
• Allow donors to share their story.
• Make any contribution a meaningful experience.
• Make your first ask NOT about money, but to find out about the people you’re trying to reach

A few (free) tools to help you start searching for your target donor audience:

• SocialMention
• Topsy
• Technorati
• Alexa
• Twellowhood
• Facebook search

The best tool for text-to-donate solicitation? mGive

What tips, stats and/or facts can you share?

UPDATE #1: How texting is changing philanthropy