Getting to the Heart of the Donor
New research
supports the idea that organizations must diversify their
communications
channels and integrate their overall
fundraising strategies.
1. Mail is predominant among older donors but also well-used by younger donors. More than four in 10 donors ages 18-39 have given via mail.
2. Mail is most popular among older Americans who are the most generous donors, giving the largest amounts of money.
3. Online giving is increasing in importance and value. Comfort levels with the channel rise on a clear, clean trend line as we move from established to emerging donor groups.
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