Charities may want to use promotional products to drive people to their websites, as new research indicates younger people, who would not otherwise donate to charity, are now doing so because of new technologies.

The proportion of voluntary income that charities receive from the online world has increased from two per cent to 3.7 per cent over the past three years, according to nfpSynergy's study, Passion, Persistence and Partnership: the secrets of earning more online, reports Third Sector.

This suggests not-for-profit initiatives need to ramp up their online marketing operations – and promotional products could help them to attract people to their websites.

The research, commissioned by MissionFish UK, the Institute of Fundraising (IOF) and eBay for Charity, also reveals that 71 per cent of charities use Facebook, 62 per cent Twitter and 50 per cent YouTube.

Tom Lodziak, the IoF's digital media manager, said there has been an increasing number of younger donors using digital giving options. 

“Social networks like Facebook and Twitter seem to be driving charitable behaviour among certain groups,” he was reported as saying. 

“This research shows that online giving has risen massively despite a tough economic climate.”

Promotional items have their part to play here – why not use printed USBs and promotional mugs with your website address on at awareness days and as part of your marketing operation?

Proportion of giving done online nearly doubles in three years“. Third Sector. Friday September 16th 2011.

Posted by Cheryl Jackson-Leafield