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