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The New World of Online Giving: Websites


In the immortal words of dystopian novelist Aldous Huxley, “It’s a brave new world.”

This is especially true when it comes to nonprofits and their websites. Having experienced a breathtaking proliferation of technological advancements, charities now have at their disposal a plethora of options available to them.

And this new reality should not be taken lightly.

In fact, for the first time in human history, nonprofits can utilize and leverage the same technologies currently being used by many of the world’s most successful companies in the private sector.

Wielding this kind of weaponry, the nonprofits who are relentless in their pursuit of learning how the new technologies work—and mastering the implementation process as well—will be the big winners.

In the paragraphs below, we’ve gathered 17 fascinating fast facts which will help you better understand not only the possibilities that currently exist when it comes to creating responsive and engaging websites, but the “state-of-the-state” as well.

17 Fascinating Fast Facts: The New World Of Online Giving… Websites

Burn this into your brain: Your website is your future.

If you invest wisely over the course of the next decade, you’ll reap enormous rewards. However, if you don’t dedicate enough time and attention to this important facet of your charity, you’ll get left behind—and so will your constituents.

To advance the greater good, you’re going to have to become proficient with designing, developing and delivering your services via the web. To do this, you’ll need to better understand what’s happening on a national level—and as a result—respond appropriately.

Here are 17 fascinating fast facts about the new world of online giving as it relates to your website.

Fascinating Fast Fact #1:

Nine out of ten sectors experienced digital fundraising growth in 2015. 1

Fascinating Fast Fact #2:

Online giving grew 13.5% in 2013 as compared to 2012. 1

Fascinating Fast Fact #3:

Online giving accounted for 6.4% of all charitable giving in 2013—and its growth is anticipated to be significant. 1

Fascinating Fast Fact #4:

For the typical charity, website visitors per month increased 8% in 2015. 2

Fascinating Fast Fact #5:

According to the 2016 Burk Donor Survey, the number one way individuals research nonprofits is by spending time on their websites. 3

Fascinating Fast Fact #6:

Donors are 31% more likely to initiate a recurring gift on a branded donation page versus a generic one. Donors are more likely to give and give higher average gifts when the online giving experience echoes the look and feel of a nonprofit’s website and campaign materials. The same holds true for recurring donations. 4

Fascinating Fast Fact #7:

Eighty-six percent of charitable organizations do not create a sense of urgency by providing online visitors compelling reasons why they should give their gift today. 5

Fascinating Fast Fact #8:

More than 50% of charitable organizations do not present the visitor with a value proposition (a reason to give) on their landing page. 5

Fascinating Fast Fact #9:

Two out of three charitable organizations are presenting offers (i.e., newsletter, updates, etc.) that have little to no appeal to a visitor. 5

Fascinating Fast Fact #10:

Twenty percent of charitable organizations do not have a call-to-action on their landing pages. 5

Fascinating Fast Fact #11:

Thirty-three percent of charitable organizations’ landing pages do not include the presence of third-party credibility indicators. 5

Fascinating Fast Fact #12: 

Insufficient, hard-to-find or ineffective information on websites can also cause donors who were originally inclined to give to back off. 

Fascinating Fast Fact #13: 

Thirty-six percent of charitable organizations require visitors to make more than two clicks to sign up for emails. 

Fascinating Fast Fact #14: 

Sixty-five percent of charitable organizations make their donors click three or more times to give a donation. 

Fascinating Fast Fact #15: 

Forty-two percent of nonprofits do not have a budget for technology training. 

Fascinating Fast Fact #16: 

On average, 1.1% of a nonprofits website visitors made a donation in 2015. 

Fascinating Fast Fact #17: 

Monthly giving now accounts for 17% of all online revenue. 2

Parting Thoughts 

In this article, we’ve highlighted 17 fascinating fast facts about online giving and your charity’s website. As you can see, there is ample room for improvement. There’s no question that the next ten years will favor those who embrace the challenge of integrating the new technologies into organizational structure and function.

“A bad website is like a flat tire; you can’t go anywhere until you change it.”

Remember, the best time to plant a tree was 20 years ago. The second best time is now. Don’t put it off—a year from now you’ll wish you had started today.

Here are Six Must-Reads to Help you Along:

Charitable Giving Report: How Nonprofit Fundraising Performed In 2015 

To learn more, log on to:

The 2016 M+R Benchmarks Study 

To learn more, log on to:

The Burk Donor Survey: Where Philanthropy Is Headed In 2016 

To learn more, log on to:

A Nonprofit’s Guide To Recurring Giving 

To learn more, log on to:

Online Fundraising Scorecard: A National Study Analyzing Online Fundraising Habits And Donor Experience 

To learn more, log on to:

The 9th Annual Nonprofit Technology Staffing And Investments Report 

To learn more, log on to:


Patrick Traynor, J.D., is the Executive Director of Dakota Medical Foundation and Impact Foundation. In 2004, Pat led the establishment of Impact Foundation and its Institute with the support of Dakota Medical Foundation and Alex Stern Family Foundation. His visionary leadership is guiding North Dakota and western Minnesota to become the most generous and healthy region on the planet.

The Impact Institute equips exceptional leaders to make an extraordinary impact. The Institute provides an annual pathway of tools and trainings that unleash the limitless potential of people to create greater impact for their nonprofit missions. It was founded and is a proud partner with the Dakota Medical Foundation and Alex Stern Family Foundation.

Scott Holdman is the Impact Institute’s Director. He is an innovator in nonprofits who, through training, coaching and product creation helps organizations to thrive. He is a professional creative with 17 years of experience in the social sector solving complex challenges.

Dr. David Hunnicutt is the CEO of David Hunnicutt Int’l. He is a sense-maker, simplifier and the arch-enemy of underperforming cultures. Obsessed with helping leaders create breathtaking change, he is inspired to do cool stuff daily.

Impact FundingLogic™ is a six-segment, revolutionary sense-making system for fundraising that will help you achieve greater results to dramatically impact those you serve.


1. MacLaughlin, S., et al. (2016). “Charitable Giving Report: How Nonprofit Fundraising Performed In 2015.” Blackbaud. Accessed on 1/13/17 via online at

2. M+R and NTEN: The Nonprofit Technology Network. (2016). “Benchmarks: 2016.” M+R. Accessed on 10/24/16 via online at

3. Burk, P. (2016). “The Burk Donor Survey: Where Philanthropy Is Headed In 2016.” Cygnus Applied Research Incorporated. Accessed on 10/24/16 via online at

4. Stein, C. (2014). “Why Recurring Giving Matters.” Network For Good. Accessed on 10/24/16 via online at

5. Dunham+ Company & Next After. (2014). “Online Fundraising Scorecard: A National Study Analyzing Online Fundraising Habits And Donor Experience.” Dunham+ Company & Next After. Accessed on 10/24/16 via online at

6. NTEN. (2015). “The 9th Annual Nonprofit Technology Staffing And Investments Report.” Nonprofit Technology Network. Accessed on 2/2/17 via online at

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