This holiday season, online donations might be among the most popular (and meaningful) gifts. According to a survey from the nonprofit software firm Convio, more than 111 million Americans plan on making online donations this season, exceeding an estimated $4 billion.
"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," said Gene Austin, CEO of Convio. The survey results seem to depart from materialistic ideas about the holidays and convey a growing sense of seasonal generosity. Even with this holiday’s retail sales predicted to decrease from last year, the number of Americans expected to make donations this holiday is up to 63 percent from 51 percent last season.
A similar study by World Vision revealed that 76 percent of Americans hope to receive a gift that helps someone else (such as donations in their name) rather than a personal item this season. This charitable spirit corresponds with the findings of the Convio survey, which found that helping other people through social service organizations such as food banks and homeless shelters will be the top priority for Americans during this holiday season.
Nonprofits’ online presence proves a huge factor in Americans’ gift-giving decisions. The survey found that charity websites hold the biggest influence on the online consumer’s donation decision (44 percent).
To help Americans get the most out of their donating experience and – hopefully – charities get the most out of donors, Convio has produced a free online resource center for nonprofits with advice for internet campaigns. Their online guide offers tips on how to best tell the story behind their charitable causes to successfully harness the growing American spirit of generosity this season.
"Nonprofit organizations make up a significant part of the US economy," explained Austin. With increasing needs in these trying times, he believes it is more important now than ever for charities to engage Americans with the holiday spirit.
Many non-profits now use the tools available for free at we-care.com to raise funds while supporters shop online. With the We-Care Reminder, supporters and staff shop at thousands of online merchants – and a percentage is donated back to the cause. Best part is it’s free for the cause and the supporter too.