Getting to the Heart of the Donor

There is no denying that the giving environment is evolving. Online and text giving are both more popular than average among the youngest donors. However, 53 percent of donors who gave through a text message also gave through the mail, and 29 percent also gave through outbound telemarketing. Similarly, 55 percent of online donors also gave through the mail, and 20 percent also gave through outbound telemarketing. Giving channels do not tend to replace each other. In fact, they actually augment each other.