1. Improve your web strategy What new research says about donor needs and nonprofit programs
March 2004

2. Our goals Describe the current state-of-play for e-engagement
Help your organization benefit from this research
Provide tips to improve your organization’s Internet strategy

3. The research Two online surveys conducted in Feb. 2004
NFG sent to individuals (2,055 responses)
GuideStar sent to nonprofits (6,434 responses)
Compared to 2003 research study
Analyzed research from secondary sources
Funded by the Kellogg Foundation

4. The Internet is now part of everyday life
Internet access continues to increase…
…and is skewed towards younger age groups

5. Nonprofits are using the Internet in many ways…
Providing information
Gathering support
Mission and goals
Achievements
Financials
How funding is spent
How to take action offline
Online membership
Online donations
Online volunteer sign-ups
Online petitions
Online product or service purchases

6. Nonprofits use the Internet to connect with supporters
How do you use the Internet to connect with supporters?
Provide
information
Offer on-line
donations,
volunteer
matching
Target
specific
donors
Offer new
means of
engagements
55%
28%
20%
97%

7. …and continue to add new functionality
Most nonprofits provide information…
…and many are adding support options
Plan to offer in 2004
Currently offer

8. Nearly half of Internet users have engaged with nonprofits online
Search for a way to volunteer
Sign petition
Search for info about a charitable org
Search for info about a specific cause
Search for a way to donate online
Created a newsletter
Other
49% engaged online

9. Of the 50% who visited charity-oriented sites, over 3 out of 4 took further action…
What action(s) have you taken after visiting a charity-oriented website?

10. …and a visit to a charity web site prompts more action
Would you have taken action had there been no website?

11. Sharing and seeking information is the most common form of e-engagement for supporters
NPOs distribute information online…
…and supporters take advantage of the resources
64%
36%

12. Online giving engages a younger demographic…
% of age group who donated offline only
% of age group who donated online

13. …and many users are researching online before giving in traditional ways
Action reported after visiting a website
Inertia is the chief obstacle to donating online

14. For many NPOs, e-engagement yields efficiencies and expands their reach…
87% agree the Internet provides a cheaper way to conduct transactions than offline methods…
Disagree
Agree
100 75 50 25 25 50 75
100
…And 65% of NPOs agree that the Internet has enabled them to reach a larger audience
Disagree
Agree
100 75 50 25 25 50 75
100

15. …but experience trails high expectations
% of organizations that rated the following important or very important, effective or very effective
Important
Effective
Provide information about your organization
Generate more donations
Create a community of engaged individuals
Enlist more volunteers
Sign up more members

16. Users and NPO expectations differ
What makes a good non-profit website?
(In order of importance)
Characteristic
NPO
User 1 2 3 4 5 6 7 8 9 10 11 3 1 6 9 4 8 2 7 5 10 11
Easy to use
Significant content on cause
Visually pleasing
Memorable URL
Info about how to get involved
Donate online
Info on how donations are spent
Volunteer opportunities
Become member
Advocate for cause
Forum for discussion

17. Build the base for TRUE ENGAGEMENT
NPO
NPO
NPO
Provide information
Gather support
Foster interaction
Online membership
Online donations
Online volunteer sign-ups
Online petitions
Online product or service purchases
Mission and goals
Achievements
Financials
How funding is spent
How to take action offline
Creating online communities of interest
Pursuing mission-driven activities
Direct donor-to-individual philanthropy

18. Engaging Sites Give Supporters:
Ways to get involved: volunteer, donate, advocate
Plenty of Information about the cause and how donations are spent
Frequently changing content
Ask for support
Personalize
Find local affiliates
Take action
Give Information
Be accountable

19. Tips to Improve your Internet Strategy
Actively drive supporters to your site
Understand the needs of your potential online supporters
Build a community
Demonstrate good financial stewardship
Garner support from a younger demographic
Create interaction opportunities
Build on the traffic from other sites
Make it easy to take action both online or off