Online Giving On the Rise Amongst Charities

More and more charities are finding the Internet a useful tool in their fundraising, as online donations have increased amongst the largest charities reports the Chronicle of Philanthropy. Specifically in America, electronic donations have increased by 50 percent in the past year.

|TOP|World Vision, Christian relief and development organisation, saw their internet giving rise from virtually nothing in 2001 to $37.1 million in 2005. Similarly, Catholic Relief Services and Campus Crusade for Christ International have reached figures of more than $15.2 million and $8.1 million (from $3.5 million) respectively.

The Salvation Army had reported an outstanding virtual red kettle campaign this past year with an 80 percent increase in online donations made in two months compared to the previous year. This is in addition to the record-high $107 million collected from traditional red kettles in front of retailers.

For disaster-relief fund raising, the Salvation Army raised $40 million online along with another $363 million collected offline. And the American National Red Cross raised $479 million on the Web in addition to the $2.145 billion raised offline.

The largest charities demonstrated that online contributions can account for 10-15 percent of an organization's fund raising, The Chronicle reported.

"If that revenue went away, it would be difficult or impossible to replace," said Jeff Patrick, president of Common Knowledge, a consulting company in San Francisco that helps nonprofit groups use the Internet for fund raising and advocacy, according to The Chronicle.

Compassion International, by combining their traditional and web fundraising are also seeking to reach out through the web; 2,500 of their supporters have been invited to participate in an online forum about its work (helping children in Africa) before sending out a direct-mail appeal on it.

The charity's development director, Laura C. Fisher, thinks the online discussion provided a chance for donors to learn more about Compassion's work, saying the "Web allows for interaction."

This follows reports earlier this year that over half of Katrina Aid requests were made online. FEMA, the agency of the United States government, were able to use the web as a successful tool in aiding victims of the disaster.




Lillian Kwon and Robert Laurie
Christian Today Contributers