Online giving is on the rise. So much so, that UNICEF has made the decision to close three of its Canadian offices. Which begs the question, how will the increasing tendency for donors to adopt online transactions as their donation vehicle of choice affect donor stewardship?
For many people, online transactions have become the preferred method for shopping, paying bills, banking and managing investments. Providing these online transactional capabilities means customers can conduct their business at a time that’s convenient for them and avoid the frustration of rushing to complete errands during lunch hours, with precious moments spent waiting in long line-ups. And for many people, online transactions have now become the preferred method for making charitable donations.
As a consumer of electronic services, I have made several gifts online, to a variety of organizations. Donating this way is convenient. It’s fast, and I don’t have to search for (and dust off) my cheque book or rummage through drawers in hopes of finding an envelope and a stamp. And in most cases, I’ve received an electronic tax receipt in a matter of seconds. In some cases, when I’ve given via a third-party service (such as Canada Helps or Kintera), I’ve even received an instant electronic thank you letter. It’s obvious that the letter is auto-generated, but I’ve accepted it for what it is – an acknowledgement that my donation has been received by someone and will be processed. But in only one case, did I receive any acknowledgement from the charity I supported. Only one organization sent a thank you letter (I have since given them a second gift). From the others, I have heard nothing. Unfortunately, this has left me wondering whether my gifts ever reached the intended charities.
For many people, a charitable donation is an investment in positive change. Donors want to know what impact their initial gift has made, before committing to future investments. Today’s technology provides donors and charities greater opportunities to invest in positive change. Charities that do not provide donors with convenient options for gift giving may find themselves left behind. But when it comes to donor stewardship, and encouraging repeat giving, there is no substitute for the personal touch.
