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Target /DonorDigital: Online-Offline comparative fundraising study
Target Analysis Group and DonorDigital have released the results of a donor benchmarking study that compares the behaviours and characteristics of online and offline donors.
The study examined internet giving in the context of a primarily direct mail fundraising program, and how this emerging channel impacts donor value.
A few of the top-level results:
- Online donors are much younger and have higher incomes than direct mail donors
- Online donors tend to join at higher giving levels and to have higher lifetime giving
- Online donors’ higher giving levels may mask issues with cultivation and renewal
Download the summary report here
Posted by admin on February 27th, 2007 at 08:15am
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