Just came across an interesting report from Donor Digital and Target Analysis Group benchmarking internet giving amongst US non-profits.
While the numbers are still small compared to those giving by ‘traditional’ methods, there are some interesting findings about the characteristics of online donors. Notably, they tend to be younger, richer and give much larger gifts (median gift of $57 against $33) than other donors. For 10 of the 12 non-profits participating in the survey, the revenue per donor from online donors was twice that from non-online donors.
Time to start building that email database, eh?
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