Despite fundraisers’ hopeful expectations, online-acquired donors often cost as much as theur DM-acquired counterparts.

By Kimberly Seville

They make larger first contributions and larger subsequent donations, and they often make more gifts per donor annually than direct mail-acquired donors — particularly in the first year.

And finally, the kicker: Online donors are twice as likely to become monthly givers!

Whatever you do, hit up your brand-new online donors with a monthly giving offer. They’re ripe for it. If you have their phone number, use it. Otherwise, send them a monthly giving invitation in the mail. But get that offer in front of them pronto.