Online Fundraisers: Time to Aim Higher

In all, 23 nonprofit organizations participated in the study, which sought the views of donors who had given at least $1,000 to one of the participating groups. More than 3,400 surveys were completed.

Among our principal findings:

→ The wired wealthy are an important source of donations. While they represent only 1 percent of participating groups’ donor files, they donate nearly a third of the money raised from individuals. Donors report giving a total of roughly $10,000 away each year.