It's working for them, why not for me?

I have several friends who work at Blackbaud (BB) and I adore each of them. Seriously, some of the very best people work for this company. No, this is not a pitch for BB, although, I'm ok with anyone having that take away, but it is a pitch for people who ask the questions and then go and find the answers. I know it is their "job", but they are REALLY good at it and because they dig and ask and find, they deliver.

BB recently delivered on the 2010 Online Giving Report. GO READ IT! A few points in the report tell us that online giving increased 34.5% in the last year and produced over $10M in revenue for a 56% growth rate year over year. AND it shows that it isn't just for small gifts anymore. The report showed that 88% of organizations in this report had at least one gift of $1,000 or more online. WOW. To me, if someone is giving $1K or more online, it probably isn't as much of a stop and think gift as it would be to most of us.... meaning, HELLO - potential major donor!

Am I happy this report came out? YES! It helps many organizations make the case that online giving is important. However, it isn't something that you can just say, "Gee, online giving keeps increasing and so many organizations are raising serious dollars online, so let's go make our online giving site really nifty and just WAIT for the dollars to roll in." I hate to say it, but unless you can predict some major natural disaster in an impoverished country, that isn't going to work.

I have worked with many organizations who see these reports and say, why aren't we raising more money online? We have had an online site for YEARS and yet we only got two gifts last year for a total of $32.93. My response? Well, what have you been DOING to drive them online? WHY should they give to you? WHO are you targeting? WHAT is your message?HOW OFTEN are you reaching out to your current and potential donors?

"Oh, you mean we actually need email addresses? We don't have those and I just can't possibly think of how to go and get them." Yeah, ok, let's go sit down over here and talk more about this...

Regardless of if it is online giving or face to face or direct mail, what is your story? Who are you telling? Who is telling your story for you? What is your impact? How are you perceived by your donor base and those around them? How big is your network? How willing are you to change? Because, if you are not willing to change, grow, be loud, tell your story, inspire others, encourage hope, steward and appreciate, it won't matter how great others are doing online.

So get inspired people! It is so much more fun and productive to be inspired. If you aren't inspired, why not? If you are, why? Get inspired and then go inspire others. I promise this is a MUCH better solution than just waiting around for someone to press that large flashing DONATE NOW button on your online giving page.