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Community Brands Donor Experience Study Finds Growing Preference for Mobile Giving

Study explores current donor experiences and shifting giving preferences among U.S. donors

April 17, 2017 — ST. PETERSBURG, Fla. — Community Brands, a purpose-driven company that delivers connected solutions to leading associations, nonprofits and schools worldwide, announced today the results from its Donor Experience Study: A deep dive into donor experience and expectations. The study explores the tipping point between offline and online giving preferences, and the impact current experiences have on donor loyalty.

“We’re seeing shifting giving preferences as the threshold for online and mobile giving rises,” said Brandy Keller, Director of Product Management and Marketing, Nonprofit Solutions, Community Brands. “We expect to see more investment in mobile technology to improve online giving and fundraising events. And, enhancing mobile experiences will be critical as nonprofits look to simplify the giving experience to keep up with donor expectations. Our findings can help nonprofit organizations evaluate their own donor experiences and identify areas for improvement.”

Key findings include:

  • How donors give is driven by donation amount and familiarity with the organization. The higher the donation amount, the more likely donors are to contribute offline. Donors also prefer to give offline to unfamiliar organizations.
  • Age and income determine preference for online giving. Younger and higher-income donors are more comfortable giving online, and are more likely to give higher contributions online.
  •  There’s a growing preference for mobile giving. Seventy-one percent of donors have donated on a mobile device, with a growing interest among younger donors to make all online donations through a mobile device.
  • Event experiences impact donations. Sixty-three percent of donors say they are more likely to give to an organization after having a positive experience at an event. This is especially true for Millennial and Gen X donors.
  • Technology can improve fundraising events. Experiences with technology at events are overwhelmingly positive, and organizations leveraging technology to enhance the experience at a fundraising event or auction see a positive impact on donor engagement.
  • Donors want personalized follow-ups. More than twice as many donors say they prefer personalized content than say they prefer generic content. All donors are most interested in personalized impact reports.

Learn more about Community Brands Nonprofit Solutions, as well as Membership SolutionsK-12 Solutions and Payment Solutions.


About the Donor Experience Study

Commissioned by Community Brands, Finn Partners fielded an online survey to 1,000 U.S. nonprofit donors, who self-reported giving various amounts of money to a nonprofit organization during the past 12 months. (Those who only donated to an alma mater, school or place of worship, and those who did not donate to a nonprofit, were excluded.) The surveys were conducted between January 31, 2018, and February 5, 2018. All data weighted slightly by region, gender, race, age, income and education.

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