The Young and the Restless
Many donors gave online for the first time in response to disasters, so it’s not surprising their loyalty might be weaker. While the number of first-year donors eligible for renewal varied enormously across organizations, the online-acquired donors generally renewed at lower rates than mail-acquired donors. However, online–acquired donors provided higher — often much higher — revenue than mail-acquired. Though motivations were not addressed in the study, one conclusion that might be drawn from this finding is that online donors may give based on a more episodic, urgency-driven, transactional motivation than from a loyalty “renewal” mindset. Organizations with a strong brand name and strong institutional loyalty among traditional donors have the propensity to attract more donors to their Web sites, so be sure to hone and leverage your brand online.
- 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.
