Insights and Trends on Charitable Engagement
March 13, 2012
On March 5, 2012, Network for Good released the The Network For Good Digital Giving Index 2011, which provides important insights about digital philanthropy.
Key findings include:
• People seem to give more when the online experience is intimate and emotionally coherent
• People give online for reasons of convenience, especially at the end of the year and during large-scale disasters
Other highlights include:
• Most charitable giving through the Network for Good platform is via charity websites, followed by portals and social networks.
• Charity websites with a branded donation page received more donations (5x more!) and at higher average values than those with a generic donation page.
• Portal giving played an important role during the Japan tsunami response and at the end of the year when donors looked for a convenient way to support one or more charities in one place.
• In 2011, social giving made up 15% of all donations through Network for Good, up from 10% in 2009 and virtually 0% prior to 2008.
Founded in 2001 by AOL, Cisco, and Yahoo!, Network for Good is a nonprofit social enterprise that empowers corporate sponsors and nonprofits to unleash generosity with scalable ways to advance good causes. Network for Good, the Internet’s leading nonprofit giving platform, created the Digital Giving Index with insights and trends to inform charitable engagement for both nonprofits seeking to strengthen relationships with donors and corporate partners seeking to integrate giving in online consumer or employee initiatives.
The Network for Good Digital Giving Index builds on data and observations from Network for Good’s landmark giving study released in November 2010. The full index and quarterly updates can be ~1@BODYURL[id=114kcurl634]@