According to a recent survey conducted by Forrester’s Technographics, U.S. online giving to nonprofits will top $4 billion this holiday season, with more than 111 million people saying they plan to give via the Internet.
The Omnibus Online survey found that more than 63% of American online consumers plan to donate to a charity of their choice on the web between November and January, up from 51 percent in 2008. Additionally, nearly 60 percent said they plan to give the same amount or more this year, while 23 percent said they would give less and 20 percent remained undecided about the size of their gifts. Donations to charities remain surprisingly high despite 65 percent of respondents reporting that they had delayed spending on non-essential consumer products this season.

The survey also found that charity websites are the biggest influence on online consumers’ decision to give, followed by word of mouth, direct mail, and email. Nearly a quarter of respondents said that what family and friends say on social media platforms and in personal emails influences their decision on which causes and charities to give to.

I think this is encouraging news during tough times. Despite the difficult economy, American consumers will be going online in record numbers to support charitable causes in the final four weeks of the year. As we enter the critical holiday giving season, charities that have focused on their online fundraising and marketing programs stand to benefit from the changing demographics and behaviors of today’s consumer. While online giving totals are less than traditional channels, the research continues to show that nonprofits that have invested in technology for online engagement will fare better this holiday season than their counterparts who are late to the online world.

View a previously written post by Mouli Cohen about philanthropy

photo by Per Ola Wiberg