Wednesday, January 26, 2011

Supporters of the Salvation Army keep their contributions stable

If you are interested in current fundraising levels and trends directed towards nonprofit organizations, then you will find this video to be quite interesting. There are few charitable organizations that are more well known than the Salvation Army, and this institution provides a very good idea of what nonprofit fundraising trends and levels look like at any particular time. Despite one of the worst economic recessions in recent history, mobile giving appears to be very promising, and overall the fundraising levels have remained relatively stable, at least as far as the Salvation Army is concerned.

The increasing move towards donating online
According to Major George Hood of the Salvation Army, online giving grew by a significant 35% over the 2010 holiday season, as opposed to the same period in 2009. More and more people are taking to the Internet to conduct their fundraising activities, and this is at least partly due to an increase in effective online marketing campaigns. The fact that online contributions to the Salvation Army has increased by such a proportion, is indicative of the fact that use of and accessibility to the Internet continues to grow in leaps and bounds. It is a trend that holds true for commercial retailers as much as it does for nonprofit organizations

Donation levels remain constantWhile it may be true that online contributions have increased significantly, the impact of the economic downturn has not been completely absent. It would have been reasonable to assume that overall donation levels would have increased given the increase in online contributions, but this has not been the case. Major Hood has confirmed that overall contributions received by the Salvation Army have remained roughly identical moving from 2009 to 2010. The overall amount that the Salvation Army received in contributions in both these years was between three and $4 million. Taking the time to watch this video is one way to keep up to speed with regard to current fundraising trends.

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