Charities fail to cash in on rising Web visitor figures

Precision Marketing

13 December 2007

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Charities are failing to secure extra donations online, despite the fact that the number of people visiting not-for-profit websites has leapt by a third in the last six months.

A survey – carried out by not-for-profit think tank and research consultancy nfpSynergy – shows that from February to October, the proportion of people with Internet access claiming to have visited a charity website rose from 23 per cent to 30 per cent. This figure has almost doubled over the past five years, from 16 per cent in 2002.

Yet research from the National Council for Voluntary Organisations claims that overall levels of giving are static. The ICT Hub’s Foresight report, entitled ‘Charitable giving and fundraising in a digital world’, shows that despite the growth in online fundraising, charitable organisations have not seen a significant rise in donations.

Online donations are replacing less convenient methods of giving, according to the study, however, the impulsive nature of online giving and the tendency to spend more on credit cards could point to potential for increases in future, the reports predicts.

Nicola Thompson, head of the ICT Hub, says: “Without the need for excessive paperwork, the ability for donors to set up standing orders and pay securely by direct debit makes online giving an attractive method of support. But despite a growth in fundraising online, voluntary and community sector organisations are not necessarily benefiting from a significant increase in donations.”

The research from nfpSynergy showed that the people spearheading the online surge are women, 16 to 24-year-olds, the wealthy, and volunteers.

Joe Saxton, chair of the Institute of Fundraising and driver of ideas at nfpSynergy, believes that the growth in visitor numbers to charity websites makes online investment an imperative for all charities.

He says: “The public are accessing charity websites in ever greater numbers. This provides voluntary organisations with an excellent opportunity to ensure that their Internet guests not only experience the most relevant information, but presented with the highest impact, but that they are also inspired to actively interact.”

He adds: “While many charities have come a long way, many can do far more to make the most of an ever-expanding online audience.”

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