Charities Aid Foundation, along with YouGov, released a report on the nonprofit industry in India. I want to highlight three points from the report that small nonprofits will find encouraging, to get active online.
Consistent posting schedule
“Overall, Indians agree that charities have a positive impact in their community (80%), their country (80%) and internationally (70%). More than half (56%) agree that most international charities and non-profits are trustworthy, whilst just under half (48%) feel the same about Indian charities.”
The increasing belief that nonprofits have a positive impact in India is an encouraging fact. India is ranked #82 on the 10-year World Giving Index, half of the biggest risers over time are from Asia (CAF World Giving Index 2019). The pandemic has revealed the heart of volunteering and lengths to which individuals can go in order to help one another. To tap into the growing trust, it’s necessary to keep your social media accounts active. Being active requires posting content that is educating, empowering and inspiring.
Stay on donors top of mind
Giving via a digital wallet (e.g. Apple Pay, PayPal, Google Wallet) increased significantly from 20% in 2018 to 28% of donors in 2019. It is now the third most popular method of donating.
Overall, online giving has increased. With the pandemic, cash donations are on the decline. An active social media account helps donors to stay abreast of all the action and donate in a timely manner to organisations in need.
Get active online to feed the flock
Younger donors are most likely to donate with digital technologies such as via digital wallet (35% of 18-24 year olds vs 11% of those aged 55 and over) and least likely to use cash (52% vs 64% of those over 35) or cheques (11% vs a high of 19% among 45-54 year olds). Those aged 25 to 34 are the most likely to have donated with a bank or credit card (42%).
India is the youngest country in the world. These youth are literally living online. They are passionate, also impatient, and need to be consistently fed with content that appeals to their tastes. Amping up social media posts is the right thing to do. A one stop shop for young donors and volunteers to learn and engage with your nonprofit.
Hope the points above will encourage you to invest time valuably online as you pursue efforts offline to grow your organisation.