Email Fundraising is Still King

Photo by mattwi1s0n
10.19.2011By

Photo by mattwi1s0n

Last week you saw the infograph comparing the generosity of Mac users and PC users. A conclusion from this Razoo study was that–platforms aside–email fundraising is still the king of all online fundraising channels.

Donation Amounts are Bigger with Email

In the graph below (taken from the infographic), you can clearly see that people who donate by email give twice as much per donation than YouTube, Twitter, Facebook, and Stumbleupon.


This makes sense when you remember that joining an email list is generally something that more committed fans do, and one expression of that commitment is donation size.

Email Converts More Donors

Razoo also found that 33% of donors came from an email. You’ll see in the graph below that all social media channels combined convert only 16%!

What does this mean for my nonprofit?

The first take-away from this is don’t ditch your email strategy in exchange for Facebook or Twitter. And don’t ditch your direct mail strategy either! Instead, strategically integrate them so that their sum is greater than the parts.

Second, understand that Razoo’s data shows how people like to:

  • Find very cool causes. A Twitter user hears about your cause for the very first time. It’s highly unlikely they’d donate right out of the gate. Instead, focus on building awareness and relationships.
  • Stay connected to the cause. People become fans of your Facebook Page to consistently engage with you about topics they care about related to your cause. Understand that only a small percentage of them will donate, and that your job is to create genuine and generous content, and conversations with them.
  • And choose to express deeper commitments to some causes, but not all.

Finally, make it a goal of yours to become a complete Ninja at email newsletters.

How do you do email fundraising?