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.
Here's what we see in the other chart (view slideshow):
- In the 18–24 age group, 41 percent gave through mail, while 61 percent gave online.
- In the 25–39 age group, 44 percent gave through mail, while 54 percent gave online.
- In the 40–54 age group, 57 percent gave through mail, while 38 percent gave online.
- In the 55-69 age group, 77 percent gave through mail, while 25 percent gave online.
- In the 70+ age group, 71 percent gave through mail in the last year, while 11 percent gave online.
Several observations surface:
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