As nonprofits and charitable organizations struggle to increase donations during turbulent economic conditions, the key to maintaining a steady influx of donor-dollars seems to be by offering as many options as possible when it comes to methods for individuals to make their donation. The easier it is for an individual or corporation to give, the more likely they will be to do so.
Once upon a time, fundraisers would simply mail out a letter along with a pre-paid envelope and hope that individuals would mail back a check. Today however, the fundraising landscape has changed radically as consumers embrace new forms of payment. Organizations need to take advantage of the Internet and mobile applications by adopting email marketing campaigns to promote their cause and by ensuring that they are accepting donations online while allowing several different online payment methods such as credit card, electronic check and automatic bank account payments.
Consider this, the 2008 Study of Consumer Payment Preferences found that 63 percent of all consumer purchases are made using electronic payment methods and that number is even higher today. Electronic payments now account for the majority of payments across all three major payment venues--including bill payment and charitable giving. Increases in the adoption and usage of online bill payments, online credit card payments and online purchasing over the past three years have significantly eroded the number of paper checks being mailed. This being the case, it is now more important than ever that nonprofits and charities (who have traditionally lagged behind technology trends), begin accepting donations online. It is no longer enough to simply "pass the collection plate". Additional benefits of offering online giving systems are the ability for donors to give 24-hours a day, significantly reduce administrative work and to create a more steady flow of income.
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