Why Online Donors are Worth More than Offline Donors
Thu, Apr 5, 2012 - 10:06 AM
Newly published research shows that online fundraising is the dominant giving channel for new donors 64 years old and younger. While the majority of giving still comes from offline channels, revenue and household income for online acquired donors is significantly higher than for offline acquired donors.
Additional online fundraising trends and key findings of the 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report include: It has become increasingly common for new donors to give their first gift online. In aggregate, online-acquired donors have much higher cumulative value over the long term than traditional mail-acquired donors. Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to direct mail. In 2011, online giving was up 13% on a year-over-year basis. In 2011, 87% of organizations had at least one online gift of $1,000 or more.
Key Takeaway: Donor acquisition through online sources should be a central part of your fundraising strategy.