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Debate: Are charities failing to tap into the full potential of online fundraising?

A report by digital consultancy Nomensa has said that charities' online presence does not inspire donors to give

Online fundraising
Online fundraising

Hannah Chamberlain, head of digital, Marie Curie Cancer Care

Hannah Chamberlain, head of digital, Marie Curie Cancer Care

Charities are making good use of online fundraising. It is a major income stream for us. But it could bring in even more money. With tight budgets, enhancements to online capabilities need to be made step by step.

With the basics in place, charities must continue to improve their user journeys. Many of our online donors were giving in memory of someone who had died, so we made it easier for them to donate, which increased donations by 14 per cent. Continually making small improvements will help capitalise on the massive potential.

 

Anne McCrossan, founding partner, Visceral Business

Anne McCrossan, founding partner, Visceral Business

Online activity is increasingly powered by social connections. Charities are struggling to capitalise fully on online fundraising because they've yet to adapt to the fact that social business is human business built around trust networks. Successful online philanthropy demands far greater transparency about impact, as well as more knowledge about what and who is behind the corporate logo. Charity organisations need to develop authentic personalities that can generate deep ties capable of encouraging buy-in and the desire to keep contributing.

 

Justin Wylie, head of business development, Plan UK

Justin Wylie, head of business development, Plan UK

It depends which way you look at it. If online is really just a channel for promotion, digital marketing and generating web donations, then I'm sure everyone across the sector is working flat out to make it as effective and efficient as possible.

However, the gap for me is that online and digital technologies generally open up the opportunity for creating different ideas of commercial engagement and new giving models in the broadest sense. And is anyone really doing that? Probably not at any scale.

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