Qgiv Report: Data Suggests Gmail, Safari and Mac Users Are Most Charitable

Press release (Dec. 6, 2012) — Qgiv, an online and mobile donation solutions provider, released "Technology's Impact on Charitable Giving Trends," its first annual report highlighting how a donor's technology choices impact charitable giving. Based on the analysis of more than 320,000 donations across 165,000 users, Qgiv found that Gmail, Safari and Mac OS users averaged more per donation than their technology counterparts.
Technology's Impact on Charitable Giving Trends 2012 - Analysis and Findings

The findings are based on sampling a year's worth of individual donations to more than 1,000 charitable organizations of all types. Qgiv analyzed the connection between donation amounts to all charities using the Qgiv platform and the donor's technology choices, highlighting the related giving trends. Charities on the Qgiv donation platform include religious organizations, educational institutions, philanthropic organizations and more. The findings include:

• Charitable Giving - Unique Domain Email Users Most Generous: Donors using a unique domain name — one for personal domains or corporate email addresses — gave 13 percent more per donation than the next highest per donation amount, generated by Gmail users. Average donation amount by email type from November 2011 - November 2012:
  • Unique/Corporate/Other email-$165 per donation
  • Gmail - $143 per donation; (13 percent less than unique/corporate email donors)
  • AOL - $138 per donation; (16 percent less than unique/corporate email donors)
  • Hotmail - $128 per donation (22 percent less than unique/corporate email donors)
  • Yahoo - $120 per donation (27 percent less than unique/corporate email donors)

• Safari Users Win the Charity Browser War: Donors using the Safari browser gave 9 percent more per donation than the next highest per donation amount, generated by Chrome users. Average donation amount by Browser type from November 2011 - November 2012:
  • Safari - $168 per donation
  • Chrome - $153 per donation (9 percent less per donation than Safari users)
  • FireFox - $140 per donation (17 percent less per donation than Safari users)
  • Internet Explorer - $138 per donation (18 percent less per donation than Safari users)

• Mac-based Giving Outpaces Other Operating Systems: Donors using a Mac OS gave 25 percent more per donation than Windows OS users. Average donation amount by OS from November 2011 - November 2012:
  • Mac - $182 per donation
  • Windows - $137 per donation (25 percent less than Mac users)

• Gmail Biggest Drop in Average Donation Year over Year from 2011 - 2012: Despite giving more per donation than donors using other branded email services, Gmail users have experienced the biggest drop in per donation totals from 2011 to 2012. The following data represents the average donation for the January through November time periods, measured year over year:
  • Unique/Corporate/Other email: 2011 - $155; 2012 - $156
  • Gmail: 2011 - $153; 2012 - $132
  • AOL: 2011 - $135; 2012 - $134
  • Hotmail: 2011 - $128; 2012 - $133
  • Yahoo: 2011 - $111; 2012 - $116

"The data on the giving trends by technology indicators can help organizations maximize value from their current marketing and outreach campaigns. Combining email, browser and other key indicators with existing demographic data has the potential to help these organizations more accurately target the appropriate donors," said Todd Baylis, president of Qgiv. "It's not enough anymore for organizations to offer just one giving option. With today's diverse donor base and evolving technology, charitable organizations need to provide a broader cross section of options, like online, mobile and on-site to maximize the value they're getting back."

For more information about Qgiv, the Qgiv Kiosk or the donation trends, please visit www.qgiv.com.