5 Common Misconceptions About Online Giving

There are so many beliefs regarding nonprofit fundraising that will stand true for years to come. One example of the unchanging truths is that all nonprofit organizations need to pay attention to donor relations and their strategy to retain their existing donors. Regardless of what you know through your experiences in the nonprofit industry through the years, it is always a good idea to relearn and cross check your facts. Where there is right, there is wrong too – this article highlights the 5 misconceptions in fundraising for nonprofits that you need to know. 

Record Keeping

Many nonprofits and their audience believe that when you change or upgrade the donation method into online or mobile giving, it will be difficult to track all the giving records and maintain them. However, that is not the case. In fact, online giving makes it easier to see transaction details and a donor’s giving history. As for donor information, there is always an option of a donor management software that can help nonprofits take care of all kinds of donor data. This also helps in improving donor relations because well maintained donor information will help you know your donors better. 

Investment Price

Just because online giving is a part of modern day technology, it doesn’t mean that adopting it will cost you a hefty amount of money. 

• Online giving is a simple transaction that doesn’t require your organization to pay an extra amount.
• Even if you are fundraising through a platform, online giving comes as a part of the deal –  an option that you can choose. Investing in it will benefit your nonprofit.
• Many also believe that when an organization opts for online giving, the pressure to raise more funds also increases. This is not the case – your target remains the same, online giving is just a mode of payment.

Nobody Donates Online

Nonprofit organizations mostly have supporters across different age groups including millennials and Gen Z. The fact that 84% of millennials give to charity debunks the very notion that nobody donates online – most millennials donate online. We now live in a world that is constantly on the go, most emails get opened on mobile devices and most payments get done on mobile phones. It is your organization’s responsibility to enable payment methods that compliment the lifestyle and preferences of your donors. You can always keep the traditional way of giving but keep a digital one too. 

Effectiveness Factor

Many nonprofit organizations are of the opinion that offline fundraising and traditional methods are more effective. 

• Fundraising powered by online giving reaches more people in a shorter amount of time, you are offering convenience to your supporters. 
• Online giving saves time and it is also cost effective.
• It is important to note that you will still be spending an equal amount of time in planning an online giving strategy as you would in an offline campaign. 

Limited Fundraising

Online giving is very limited as it can only be made possible from an organization’s website. False, it is not limited to just the website of a nonprofit. As a matter of fact, it is the opposite – the possibilities through online giving is unmatched. You can provide donation links or details anywhere – emails, social media, text messages, blog articles and so on. Of course a donate button on your website is a prerequisite but there is so much more that your nonprofit can experiment with. The point is to go for it. 

Conclusion

As a nonprofit organization looking to do what is best for your mission, make sure that you base your strategies solely on facts. Be it fundraising, operations, donor relations, communications or even volunteer management, see to it that you have a solid knowledge of what you are doing. Remember, the truth does set you free – it enables a clearer vision and a smarter strategy. 

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