Chances are, if you have an email account (and if you don’t it’s hard to imagine you’re reading this) then you have received, oh, at least a couple messages from non-profits today that involve a donation request. Maybe you opened one. Perhaps, if it is a group or cause that touches your heart or just happens to have a crazy interesting pitch, you gave.
A recent New York Times article discussed a report from Target Analytics (a division of Blackbaud) that looks at online fundraising results over time in several large non-profit organizations. The report is worth a look for non-profit leaders and fundraisers.
The highlight of the report seems to be advertised as this: online donors might give more the first time around but aren’t so loyal (and seem to give via direct mail later on).
For folks that have thought about the generational differences between online and offline donors – or knows that organizations are busy sending mail to online donors but don’t know how to move mail donors online – the report might not be surprising.
But what is there that sheds light on some of the important strategic decisions that need to be made?
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