Almost every article I read about online fundraising and online giving starts out something like this:
Despite the hype and the assurances of social media experts, online fundraising still accounts for an abysmal 2% of total dollars raised by charities.
I frequently see quotes like this one, from a recent Philanthropy.com article:
“I have yet to see pure online fundraising really take off,” says (nonprofit fundraising/marketing officer). “It has to be connected to the real world. That’s why we’re still doing runs, walks, and rides.”
What in the world is “pure online fundraising”? I’m not sure that I could answer that question. (If you have ideas, leave them in the comments.)
Here are just 6 ways that nonprofits are misunderstanding online giving and getting online fundraising all wrong.