How your friends affect your charitable donations online: survey » Charity Digital News

How your friends affect your charitable donations online: survey


A new American Red Cross survey has found that among social media users, personal appeals from friends are most likely to get them to donate to charity, rather than trending topics and gimmicks.

The Red Cross survey of 1,021 adults reinforced that personal relationships influence giving both offline and online. 71% of social users have donated to a charity in the past 12 months, and of those who gave to charity, 60% donated online. The majority (70%) of social media users would take some kind of action in response to a friend posting a story on social media about making a charitable donation.

Moreover, while only 3% of respondents said social media was the most effective way for the charity itself to request a donation, the number jumped to 19% when asked if they would likely donate money to a charity if they saw a friend post about a recent donation.

Gail J. McGovern, president and CEO of the Red Cross, said: “This survey shows how social networks and charitable giving are intersecting and building on one another. These social philanthropists are giving online to charities and sharing the news on social networks, which then often leads to more social activity and more giving by their friends. I believe this trend will only grow in the future.”

Related reading

  • While the share of online in charity donations is growing steadily, many charity websites fail to make it as easy as possible for people to donate online.

    As part of a recent review into the charity sector we’ve come across poorly optimised homepage titles, slow load times, ‘invisible’ donate buttons, and unresponsive websites. By not focusing on online and mobile fundraising strategies, too many organisations are potentially losing out on millions of pounds of online donations.

    The good thing is these problems are easy to remedy if you want to capitalise on the trend of online giving sparked by social activity.