STUDY: Even the Most Successful Charities Struggle to Raise Money Online

You’d think that most non-profit organizations would have great mobile-friendly tools to help supporters donate as quickly and easily as possible—but according to a study performed by The Chronicle of Philanthropy, that’s not the case. The key point:

“The groups take too long to ask for money, and they make it too hard to give online.”

That sentence flips the main problem faced by e-commerce marketing on its head—and there’s more.

Before we review these numbers, consider the fact that the study included 100 of the Chronicle’s top 400 fundraisers. Among that group:

It’s true that online donations represent less than 1/10 of all charity giving. Given the percentages above, we’re surprised the number is that high. Maybe the experts advising these charities haven’t heard the news that we live in a digital world now. Or maybe they sat out the 2008 election.

Most importantly, the charities rated as giving users the best “online-giving experience” raised 25% more money than their competitors. One of the top performers, The Environmental Defense Fund, attributes its success to “the fact that its fundraisers used to work in online marketing for big companies.”

Now ask yourself: when was the last time your charity clients (or your clients’ charities) updated their websites? Are they mobile-ready? Do they have a well-planned email marketing calendar?



Adweek Is Spotlighting How Sustainability and Climate Change Intersect With Marketing

by Jameson Fleming

Curated Marketplaces Are Helping Consumers Discover Sustainable Brands

by Kaleigh Moore

Borderlands 3 Is Invading Bland Ads With Enjoyably Chaotic Results

by David Griner

Why Weather Data Is the Hottest New Commodity for Brands and Businesses

by Patrick Kulp

Adweek’s Sustainability Coverage; Ikea’s Powerful Ad; Weather Data Is King: Monday’s First Things First

by Jameson Fleming Rolls Out Shareable Collections

by Diana Pearl

In This Humorous Ad, Canada Is Very Sorry for Dragging Its Heels on Climate Action

by Mitch Reames

Marriott Is Starting to Look a Lot Like a Media Company

by Josh Sternberg

Recommended articles