Get younger, wealthier, (better looking?) donors online

Network for Good, an online service that facilitates online charitable donations, has just released a report looking in detail at $100,000 in online giving to 23,000 nonprofits. Some of what stands out from the results are the differences between online and offline donors: they're younger and more generous.

Some more highlights (click here for their summary and link to full report):

- Online givers are young (38-39 years old) and generous, giving several times more than offline donors on average.
[Compare that to an average age of 60+ for "traditional" donors]

- Virtually all of them (96%) have given to charity before, but a sizable proportion (38%) is new to online philanthropy.

- Online giving is tracking to the trends of online shopping and banking, and it is the avenue of choice for donors during disasters.

- Most people give online during the week, during business hours - most commonly, between 10am and noon.

- Giving online follows the same "long tail" phenomenon seen in online sales of books and music.

- Most online giving goes to disaster agencies.

- People say they give online because it's easier than writing a check and a fast way to respond to disasters.

You don't have to be responding to a disaster to get in front of these young, generous donors - They also use the net (and Network for Good) to find organizations for their year-end giving as well.

Does that give you any ideas? If you're not already set-up for, and actively promoting, online fundraising this better give you some ideas.

Tags: nonprofit, online giving, charity, donors, fundraising

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Get younger, wealthier, (better looking?) donors online

Reviewed by citra
Published : 2006-11-08T07:52:00-08:00
Rating : 4.5