4 Ways Digital is Accelerating Real-Time Giving

With the holidays firmly behind us, many organizations are breathing a collective sigh of relief, making it through the busiest philanthropic time of the year. Yet, nonprofits shouldn't turn their eyes off of fundraising. In fact, in recent years we've seen a shift in how and when individuals wish to give to causes they care about. The 2014 Cone Communications Digital Activism Study revealed more Americans prefer to give online throughout the year when asked (29%) instead of only during the holidays (12%). Now, digital is making it even easier to give in the moment. Here are four organizations advancing the real-time giving movement:

  • Instagram Stories: Although Instagram Stories debuted in April of 2016, nonprofits are just now beginning to reap the benefits of the change to the platform. It wasn't until recently that the app allowed organizations to connect the dots between storytelling and donations. Now, nonprofits can "create swipe-able pages inside those tales, which can re-direct viewers to outside sites," seamlessly driving donors from Stories to fundraising pages.
  • Apple Pay: This past November, Apple overturned its previous ban of iOS apps from collecting funds for charities or fundraisers via Apple Pay. With the touch of a fingerprint (using TouchID) or click of a button, donors can easily make donations without having to go through the process of entering credit card information.
  • YouTube Donation Cards: User-generated videos are now generating big dollars for nonprofits. Although YouTube previously allowed nonprofits to create "donations cards," or pop-ups sending viewers directly to donation screens, it wasn't until last January that the online video platform made this function available to all users. Now, anyone can embed a donation card to more than 1.8 million nonprofit organizations – and as TechCrunch reports, "home grown" videos are sometimes more likely to drive donations than a highly produced video from a nonprofit.
  • Facebook Donations: Last June Facebook announced its own giving innovation, allowing individuals to set up their own fundraisers for their favorite nonprofits right within the platform in the same way they might create a Facebook group or event. The move makes it even easier for users to show their networks what causes they care about and solicit donations at the same time.

In today's "newsfeed" world where an individual can scan through a host of competing messages in a matter of seconds, it is more important than ever to make the content compelling and the call to action simple. Thanks to digital advances, nonprofits can make that ask as real time as possible, more closely embedding the giving experience within consumers' every day routines with just the click of a button.