Ministry Today

Study: Online Presence Boosts Year-End Giving

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Written by Jason Millgram

I’m sure most Ministry Today readers are very aware that year-end giving campaigns are perhaps the most important fund-raising time for non-profit organizations. With 41 percent of all donations occurring in the last few weeks of December, the year-end campaign is a make or break proposition for many churches and most non-profits.

While you are crafting your year-end campaign I wanted to make sure you didn’t neglect the fastest growing way to connect with new givers—your online presence.

First, lets examine the facts. According to Charity Navigator’s survey, 93 percent of those surveyed said they gave during the 2010 year-end giving season. Of those who donated in 2010, 91 percent said they planned to give during the same period in 2011.