The Young and the Restless
That’s one of the conclusions I’ve drawn from the most comprehensive comparison of online and offline donors to date, prepared by Target Analysis Group for the first donorCentrics™ Internet Giving Collaborative Benchmarking Report.
For many years, Target’s donorCentrics™ reports on direct-mail and telephone fundraising have helped nonprofits evaluate and compare their direct-response programs. This new online-giving report, produced with Donordigital, shows that while online donors give much larger gifts and produce more revenue per year, so far they look to be less loyal than direct-mail donors. Over several years, direct-mail donors produce more revenue than online donors, despite online donors’ higher acquisition and renewal gifts.
- Companies:
- Target
- Target Analysis Group
- People:
- Nick Allen
Nick lives on a hippie commune in Northern California that just got cell service a few months ago.
Nick Allen helps nonprofits harness the power of the Internet and mobile to raise money, raise their voices and build relationships. For the last 15 years, he has worked in the U.S. and Europe to help organizations — including Amnesty International, UNICEF, UNHCR, Habitat for Humanity, CARE, and UNAIDS — to develop new ways to recruit and retain donors. He is the founder and director of Nuevo Fundraising.
