Current Reports Can Be Discouraging
A recent report by Nielsen/Net Ratings says that the United States has seen no growth in the amount of time internet users spend online at home. On average, Americans with internet access spend 14 hours online each month. This number did not grow this year. However, the report goes on to say that this may be due to increases in broadband connectivity, use at work, or greater proficiency of users. In other words, users are doing more online, faster, in the same amount of time.

In online marketing, a report by Fathom Online says that keyword prices have decreased dramatically over the past two months, but are nearly double what they were in September of last year.

Is the market stale? Or too expensive? Can nonprofits still get in? Yes! The more macro numbers suggest that there is room for growth in online fundraising.

Nonprofits in the Bigger Online World
While industry experts talk about the 65% of Americans with internet access, there are only 77 million American who use the internet daily. That is 29% of the American population and that number is likely to increase. Overall, 95% of internet users used the internet to send an email, but as of January 2005 (post-tsunami) only 13% have ever given to a charity online. Only 30% of online users use a search engine daily.

Most importantly, hitwise.com reported that humanitarian websites comprised less than 1% of 1% of all internet traffic in the weeks following the tsunami. That small number was actually an increase in traffic of 180% due to tsunami relief response. Certainly, there is room for growth.

The internet is still a young industry and in the US, as well as around the world, traffic usage patterns will continue to change. One recent change is the increased popularity of local search engines that could give regional nonprofits more exposure.

Next Steps?
If you want to get in the game, what are the next steps? No matter what size nonprofit you are, start growing your email list. Ask for an email address at every point of contact.

For newcomers or smaller nonprofits, create a site so that answers three basic questions for users: who are you, what do you do and how can I give. If you do not have individual donors looking at your site, it’s a safe bet that the foundations or government agencies that fund you are.

For larger nonprofits, the concern is often one of complacency. A website build is treated like a one-time project. Or there is a stalemate as the fundraisers disagree with the IT staff on what’s important. Create an internet strategic plan that creates goals now and in three years from now.

Online efforts must be continually grown, tested and refined. The audience needs are changing as overall web usage patterns change. It’s not too late to increase your online efforts.

Heather Fignar
March 2005