Donors Intend to Give More

The Chronicle of Philanthropy has an article on a hopeful trend. It surveyed charities in the Philanthropy 400, the newspaper's list of organizations that raised the most from private sources. Donors reported that they intend to give more this year.

Of course, one of the bright spots in 2010's year of giving was the boost in online giving. The survey found that online giving is now such a strong habit that donors at every age level prefer it. They cited these statistics:

• More than 50% of donors 65 and older said they'd give online
• 75% of people 35 to 64 said they'd give online
• 86% of those under 35 prefer to give online

Is anyone surprised by this? If you are, you've been hiding in a cave. To me, the most stunning statistic is that half of 65+ year-old donors would give online. So if your nonprofit isn't making major use of online giving and communications -- and making it supremely easy -- go look into it right now. Even if it's Sunday evening.

I had an online shopping experience recently that made me thoughtful about the online giving experience. It could be entitled, "It's Paypal, Paypal, Payal." I tried to fulfill a retail purchase on my iPhone while in a moving vehicle -- big mistake. If you've ever tried to fill out those forms, input your credit card data, and create a user profile in an online purchase, you know what a pain they can be.

Paypal = one button shopping. Get it on your website today! Next time I buy or donate, it will be to an organization that takes Paypal! Because I'll probably be doing it on my phone or tablet.

Think of it in terms of getting the envelope opened. Same deal. Don't make it hard for your donors.