Online Donation Trends

Once requiring a handwritten check and postage stamp, charitable donations now need just a few mouse clicks or a cell phone text to submit. The evolution of online giving allows nonprofit and aid organizations access to a vast syndicate of potential donors and enables those donors to instantly research and donate time or money to desired causes.

STRONGER VIDEO PRESENCE
The time-worn adage "A picture is worth a thousand words" stands as true today with the advent of Internet videos. These visual recordings not only capture a greater emotional element than still photographs or articles, but their content compels an elevated awareness that more readily translates to financial support. Video snippets give patrons vital information in a palatable format that can swiftly turn into mission support.

MOBILE DONATIONS
Text messaging has become much more than just a way to carry on conversation; in the context of charitable giving, it's a direct line to financial support. The swell of text donations began in earnest with groups reporting $1 million dollars of mobile funds in 2010 and grew exponentially with the onset of disaster; relief organizations responding to Hurricane Sandy and the Haiti earthquake garnered record-breaking donations via mobile devices to the combined tune of $85 million.

SOCIAL MEDIA
An active presence on Facebook, Twitter and other social media outlets is an essential resource tool for organizations to reach the global community. This instant interface facilitates the communication of needs, issues and events, and expands organizations' reach by enabling people to further circulate the information by sharing it with their own personal networks. Groups that hesitate to create a social media profile will likely miss out on an important channel that engages potential supporters from all walks of life.

LOOKING AHEAD
Despite the significant growth of online contributions, this particular mode of private giving constitutes a mere 2.1 percent median of most large nonprofit budgets, according to a recent "Chronicle of Philanthropy" study. Some groups, however, have reaped up to 30 percent of their total donated funds via Internet and mobile devices. Charitable organizations have their sights set on making mobile giving a much larger fundraising component -- between 10 and 20 percent -- by encouraging benefactors to enroll in monthly or quarterly direct withdrawal programs.

Originally written for and published by Demand Media
Photo credit: Brand X Pictures/Brand X Pictures/Getty Images