Multichannel: It’s About Using the Right Means of Transport for Donors

So what are the channels good for? It does seem that online is a good place to recruit younger donors, whose first donations are likely to be higher, and whose household incomes are likely to be higher too. But, according to the report, if the relationship remains exclusively online, you should not expect the same retention rates as those that cross over to offline methods such as direct mail. Bear in mind, however, that online only accounts for around 16 percent of new donors, with good old direct mail still representing 76 percent.