New Survey Gets to the 'Heart of the Donor'

As many would expect, the study finds that today’s most valuable donors — boomers and older donors — primary give through the mail. But those in the 25-54 age range tended to give both online and through the mail.

"One thing we find interesting is this nexus in the 25-54-year-old age group," says Lisa McIntyre, Russ Reid senior vice president of strategy development, media and interactive services. The donors who will be most important to us in the coming decade seem equally facile with both mail and online."