Five Things Your Nonprofit Needs to Know About Web 2.0 Donors
Published February 08, 2009 @ 06:57AM PT
Over the last few years we've heard a lot of discussion about nonprofits and their use "Web 2.0" and social media. Much of the focus has been on the fundraising tools themselves [namely "Apps" and "widgets"]... What are they? How do they work? Do they work? But very little analysis has been made about how Web 2.0 donors are different.
I am on Change.org, MySpace, Facebook, and Twitter a minimum of 50 hours a week and I have been noticing and pondering some distinct characteristics of Web 2.0 donors:
1) The vast majority are in their 20's and 30's and are very comfortable with Web 2.0 technology. Once they start giving on sites like Change.org, they don't go back to Web 1.0 giving (your website).
2) Most Web 2.0 donors also don't want to receive your print materials. They want you to save the resources used to print the materials and the postage necessary to mail them. And they definitely don't want a print thank you letter for the $10 donation they gave you on Change.org! They have come of age in an era where environmental sustainability and frugality is much discussed and increasingly prioritized in their personal lives. This worldview directly affects they way they give and they way the want to be approached by the nonprofits that they support.
3) They want "Thank You" wall comments and compliments! They donate in a public commons like Change.org, therefore the vast majority also appreciate being thanked in the public commons.
4) On average, when they donate they will provide you their e-mail address 75% of the time. I believe, despite much talk lately of e-mail "dying", that in fact the opposite is true. Your nonprofit needs to focus more on your e-mail newsletter than ever before because e-mail may be the only way you can contact and nurture your Web 2.0 donors (outside of Change.org).
5) They give in smaller amounts, more often, and to many nonprofits that they have never heard of before until they saw them on Change.org, Facebook, MySpace, etc. In short, if your organization isn't on these sites, then your organization is not on their radar screen. In most cases, they will only become repeat donors if you nurture and interact with them where they live online.
I am a classic Web 2.0 donor. In 2008, I gave almost $1,200 to 90 nonprofits on Change.org. In the backend of my individual account, I can see a running list and total of all the donations I have made since joining Change.org in February of 2007... and print out a tax-receipts for 2007, 2008, 2009, etc. I never would have give made 90 separate donations on 90 different websites... not only because it takes time, but think of all the paper and postage that would have been wasted! My contact info would have been bought, sold, and traded many times over... this is why I won't donate on an organization's website. On Change.org and other Web 2.0 giving sites, I have the control over my giving and contact information.
Web 2.0 giving is addictive. I only gave $300 in 2007. Giving on sites like Change.org is fun... and I earn frequent flyer miles (to which I am addicted) by using my credit card.
Is your organization ready for the Web 2.0 donor? Whether your organization is ready or not, the Web 2.0 is donor is going to grow quickly over the next few years. So, get ready! Focus on your email efforts and learn how to use Change.org. Take my Webinar! Less than 10% of the nonprofits I gave to in 2008 gave me a "Thank You" comment or compliment... breaking the Golden Rule of Fundraising... "Thank your donors and thank them often."
And finally, understand that your organization will continue to have your check writers and your Web 1.0 Donors, but there is third group of donors out there now that is entirely different. Your approach to them, how you thank them, and engage and inspire them to give again needs to be entirely different as well.
Share this Post
Facebook
Twitter
Digg
StumbleUpon
Delicious
EmailRelated Posts
-
HOW TO: Use Change.org as an Online Giving Portfolio
-
When is the last time you updated your Guidestar entry?
-
Change.org donors love receiving "Thank You" compliments!
Comments (10)
Comments on Change.org are meant for further exploration and evaluation of the ideas covered in the posts. To that end, we welcome constructive comments. However, we reserve the right to delete comments that are offensive, abusive, or off-topic; that contain ad hominem attacks; or that are designed to subvert or hijack comment threads rather than contribute to them. Repeat offenders may be permanently removed from the site at our discretion.
Author
-
Heather is the Nonprofit Community Manager for Change.org. She also created and maintains the Nonprofit Organizations MySpace, Nonprofit Organizations Facebook Page, Nonprofit Organizations YouTube Channel, and the Nonprofit Organizations Twitter profile. Fueled by a strong passion for the Internet, Heather spends her days helping nonprofit organizations utilize the Internet as a tool for social change.
Featured Nonprofits 2.0 Actions
-
-
-
-
Put a stop to the world’s dirtiest fossil fuel!
5671 People
-
Put a stop to the world’s dirtiest fossil fuel!
-
-
Urge the Senate to Reform Credit Cards!
3665 People
-
Urge the Senate to Reform Credit Cards!
Great post Heather. I have spread this around here at United Cerebral Palsy and enjoy reading your insightful information. Thank you. It is good to know how you would like to be treated from personal experience.
Posted by United Cerebral Palsy on 02/09/2009 @ 07:29AM PT
You must be signed in to report content.
Wonderful post. Online giving is addictive. It's so easy. I am the community manager at ideablob.com and funding is always the question of the day for many non-profit startups posting on ideablob. Let me know if you're ever interested in being a guest advisor. We'd love to have you.
Best,
Will
Posted by Will Robinson on 02/09/2009 @ 01:01PM PT
You must be signed in to report content.
Great post!
Posted by Volunteer Center of Bergen County on 02/11/2009 @ 11:35AM PT
You must be signed in to report content.
Heather - this is VERY helpful. Thank you. There is so much info out there and I want to stay on top of it - posts like this make it easier to do that. I shared this with the CEO/Founder of Wings for kids, it's that good. Cheers!
Posted by Liz Mester on 02/17/2009 @ 05:25PM PT
You must be signed in to report content.
Thanks everyone... glad you found the blog entry helpful... more to come!
Posted by Heather Mansfield on 02/18/2009 @ 12:59PM PT
You must be signed in to report content.
Hi Heather, I sent a comment for our non-profit Community Welcome House, Inc. A safe-haven for women and children victims of domestic violence. The thread said hit the confirmation button. Well, I am not very computer savvy and could not find the confirmation button. My question is I would like to have our program on the Web 2.0 site for fund raising and raising awareness to domestic violence. Please advise. Our web site is www.communitywelcomehouse.org
Posted by Linda Kirkpatrick on 03/12/2009 @ 04:02PM PT
You must be signed in to report content.
I am the executive director of a local non-profit in a small community in Georgia. Our needs are met through the donations of our community and some grants. We are not a state or federally funded program. We are a safe-haven for women and children victims of domestic violence. We are founded on Christian principles. How do I join in to recruit Web 2.0 donors for our program. We are a 501(c)3. Please visit our website www.communitywelcomehouse.org. We are the Community Welcome House, Inc. shortened version is Welcome House. I am not really great at managing my computer but I do understand the need to reach out thought the Internet not only for funding but to reach those who are in a domestic violent situation or know of someone who is. It destroys families.
Posted by Linda Kirkpatrick on 03/12/2009 @ 03:57PM PT
You must be signed in to report content.
Great article. This is a real concept upgrade for me.
Thank you!
Posted by mark moulton on 03/26/2009 @ 10:13AM PT
You must be signed in to report content.
Heather,
Thank you for these great insights. We're working on building a Web 2.0 donor base for our non-profit (http://www.levelfieldfoundation.org) and this is a great list of principles and things to keep in mind. Thanks!
Posted by Ryan Farnan on 03/27/2009 @ 07:05PM PT
You must be signed in to report content.
This is a really great post. I will be tweeting!
I think its important to understand who our publics are and how we can reach them. With the new generation of Web 2.0, giving and donating has the potential to reach a new level. It is addictive and has to be kept up with daily. This is a really great resource for those starting our in the new wave of social media.
Thanks again!
Posted by Catholic Charities on 05/14/2009 @ 08:19AM PT
You must be signed in to report content.