A Blast From the Past: Getting to the Heart of the Donor (October 2010)

In response to the rising crescendo of uncertainty, the Heart of the Donor™ research took a comprehensive look at donor behavior. For the purposes of this article, we will look at how donors are giving.

It's important to acknowledge up front that while the channels donors use to give are driven by their comfort and preference, it is equally true that they are also driven by the channels made available to them by the organizations they support. Recognizing that reality, we evaluated 10 different methods of giving, asking donors whether they have used each one in the past 12 months. First, let's look at the raw numbers.