Conference Corner: Know Your Online Donors

Johnston, who spoke at the Association of Fundraising Professionals’ Fundraising Day Washington 2004 conference in September, has observed slight changes in the typical online-donor profile. According to one client-based study conducted by his firm, more women than men are giving online — 55.4 percent to 44.6 percent, respectively. And, of the affluent, highly educated Web donors, more than 60 percent prefer to give via Electronic Funds Transfer — an option resisted by early Internet adopters.