Charitable giving is growing at a faster rate (up 7% last year) than giving in general (up 1-3%).
What does that tell us? Well, according to npENGAGE at What's Really Driving the Increase in Online Giving? it's not because we're getting better at online fundraising. The growth is mostly "cannibalization from other channels."
And that's because older donors are increasingly online. Which is dynamite news! The dependable older people who are the life-blood of charitable giving are moving into the rich and cost-effective digital channel.
... to increase your online giving you need to continue to invest in direct mail and other traditional sources of fundraising revenue. The more integrated the messaging across channels, the better fundraising results you will see.
Direct mail and online giving are increasingly tangled up together. More and more donors are smoothly moving back and forth between traditional and digital media. And we have no real control over what they do.
If direct mail fundraising were to suddenly "die" (as some say it already has), it would drag online fundraising down into the grave with it.
So be like your donors. Get comfortable with both channels. And make sure your donors are getting the same messages -- with the same look and feel -- in both places. That's how you can maximize overall revenue.