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By Rebecca Jackson Staff Accountant

According to the 2013 eNonprofit Benchmarks Study, published by M+R Strategic Services and the Nonprofit Technology Network, online fundraising rose 21% in January 2013 compared to the same period in 2012.

Due to the challenging economic environment, not-for-profit organizations are turning their efforts more to fundraising and with the increased usage of technology their fundraising focus appears to be more on internet donations than ever before. Based on the study performed, monthly giving grew by 43% in the past year. Converting a one-time donor into a monthly donor brings in steady and predictable cash flow and creates higher donor retention rates. The study also found that fundraising efforts through social-media grew in 2012 as Facebook fans and Twitter followers of charitable organizations increased 46% and 264%, respectively.

Even with the increase in the number of social media followers, the organizations surveyed still reported an average of only 149 Facebook fans and 53 Twitter followers for every 1,000 e-mail addresses contained on their mailing lists. Conversely, efforts employing e-mail lists experienced a drop in fundraising dollars obtained for the year. This is believed to be due to nonprofits not purging their e-mail lists to eliminate donors unresponsive to email campaigns after a specified period of time. Lists which include unresponsive e-mail addresses will obviously decrease the overall response ratings over time.

Overall, not-for-profit organizations are excited about the rapid increase in online donations and believe it will be a long-lasting trend.



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