Study: Online giving rising but hard to retain

Share this article:

Online giving has become an increasingly significant source of new donor acquisition, and integrating online and offline fundraising channels is key to long-term success, according to a report issued today by Target Analytics.

Online giving still represents a relatively small portion of donors and revenue at most organizations, but is growing rapidly and is becoming an important source for new donor acquisition, the report said.

Further, the study notes online donors are younger and have higher incomes than traditional direct mail donors.

Online donors give larger gifts and, as a result, have a higher overall long-term value than donors to more traditional giving channels like direct mail, but they are less loyal in terms of repeat giving, the report found.

“Higher average gifts mask the lower retention rates of online donors, which may present an opportunity for improvement at many organizations,” reads a portion of the report.

In addition, online donors tend to downgrade when they move offline, further evidence that online donors are not cultivated to their full potential, states the report.


Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Native Ads Unmasked!

Native Ads Unmasked!

A Google product engineer introduces a browser plug-in that outs native advertising.

Good Descriptions Rate More Than Good Reviews

Good Descriptions Rate More Than Good Reviews

Price still rules as an online purchase influencer, says a new survey, but basic brand assets should not be ignored in online product presentations.

For CMOs, A Tale of Two Situations

For CMOs, A Tale of Two Situations

A survey of 525 chief marketers finds them voyaging between digital discovery and digital deliverance, riding out turbulent trends to positions of newfound respect.