ASI finds Christmas giving online still strong

A consumer survey by software provider Advanced Solutions International (ASI) has found that, despite the recession, "an increasing number of people are still thinking about making online donations to charity over the festive period".

The survey of 1,000 consumers was conducted in October amid the current financial market turmoil. It found that one in four (24.4%) consumers feels more charitable in the festive period. Nearly half (46.2%) of those surveyed said they support their chosen charity by making a financial donation, with over a quarter (25.2%) of respondents preferring to donate online.

However, the survey found that only 1 in 10 (10.9%) of those questioned donate money to the same charity each Christmas and even fewer (10.6%) take part in festive fundraising events.

ASI interpreted this by recommending that charities focus more on building online communities in order to attract seasonal givers and develop their loyalty throughout the year.

Robin Fisk, Fundraising Technology Expert at ASI Europe, said: "The festive season provides an excellent opportunity for charities to reach new donors and create a lasting relationship.

"Charities should take advantage of new advancements in technology to keep their donors engaged. The use of web 2.0 in creating online communities is a cost effective way to do this, and given the current challenges they face with the recession deepening, charities cannot ignore internet-based technology as a method to reach their donor community."

www.asieurope.co.uk