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FSPA development goes high-tech with online giving

Giving to the FSPA is easier than ever with the new online donation capability. Just click "Donate Now" in the upper right corner at www.fspa.org/helpus.

Potential donors can now offer the FSPA financial support at the click of a button, because of the recent launch of online donation capability on the FSPA website. Since July of 2003, the online contribution option has advanced from a printable form available on the website to almost instantaneous processing of donations. It’s a move that has taken the FSPA into the fast lane of the information superhighway.

The decision to move toward online donations was inspired by a donor who asked Sister Betty Shakal, development assistant, when the FSPA would have the capability. Sister Ladonna Kassmeyer, director of development and planned giving for the FSPA, says the demand for online giving was clear. “The National Catholic Development Conference (NCDC) and the Association of Fundraising Professionals (AFP) have encouraged us to provide that opportunity, because young donors routinely purchase with credit cards. They tend to write fewer checks. We’ve been talking about the different generations and how they respond, and I think that has been an encouragement for us to more actively use our website.”

In November 2004, FSPA development launched their credit card donation option through Wells Fargo Bank, which generously waived set-up expenses. For a monthly report fee plus a small per-transaction fee, the sisters are able to accept online donations easily. Sister Ladonna says these costs are minimal when compared to the benefits to donors and the organization.

The capability has met with early success. In the first four months of operation, the online giving option resulted in 45 donor gifts. While just over half of those gifts were attributed to CD purchases online, actual donations averaged $85.00. That total shows an increase from gifts made prior to online credit card giving, via the printable donation form, which averaged $78.20. The online credit card donation capability has generated interest among new givers, as twenty of the transactions during the first months of operation came from new donors.

The benefits of online giving are many. First, it allows busy donors a convenient, time-saving way to support the FSPA via a safe and secure site. Second, it offers almost simultaneous transfer of funds, so donor money can go to work to support the ministry of the sisters without delay. Third, it offers a convenient venue for people who want to donate a gift at regular intervals, for example every month. Fourth, it allows the sisters to expand their reach of development beyond those who are on the regular mailing list. Already, they’ve seen results of this widening circle of influence, as several gifts have recently arrived from new donors on the East coast.

Overall, says Sister Betty, it sends a message, “I think the fact that we’re up to date in our methodology says something to the donors.”

Sister Ladonna agrees, and says the electronic medium has also helped foster relationships with the public. “You never know how you can touch another’s life.” Although a request for prayer does not require a donation, many send a gift in gratitude. “Hope is reborn and lives are changed. I think that has had a tremendous effect.”

One hurdle in the process has been overcoming donor concerns about the security of online giving. Sister Ladonna says donors can feel safe when they give online at www.fspa.org. “Online donations and transactions are safe, secure and private. Information gathered will not be shared with other individuals or groups and contributions will go to support the project specified by the donor.” In addition, Sister Ladonna points out, research shows that identity theft happens more often offline, from stolen wallets or checkbooks, than online.

Donors can be assured that every penny they give through the FSPA website goes to support the ministries of the sisters. In fact, donors can earmark their contribution to support many aspects of the sisters’ lives and work, including: Villa St. Joseph, St. Rose Convent, WomanWell in St. Paul, Minn., affiliation, retirement fund, Ministry Fund, new members or the three spirituality centers. Gifts may also be given in memory or in honor of someone, and acknowledgement can even be sent to those honored if an address is provided.

For now, online giving is limited to credit card giving: Visa, Mastercard and Discover. In the future, the sisters may look into accepting debit card transactions and other electronic funds transfers. Donors who prefer to give the traditional way can rest assured direct mail campaigns will continue and the printable contribution form on the internet is still available for giving via U.S. mail, so everyone can continue to support the FSPA in a way that’s convenient and comfortable to them.

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