Relationships 2.0
But it didn’t all happen online
The report titled The Wired Wealthy: Using the Internet to Connect with Your Middle and Major Donors (published by Convio, Sea Change Strategies and Edge Research in March 2008, and available for downloading at www.convio.com/wiredwealthy) suggests that folks are, indeed, donating online in ever-increasing amounts. The wired wealthy (defined as donors who contribute $1,000 or more and have e-mail addresses on file) might have represented only 1 percent of the active donor files of the nonprofits that participated in this study, but they gave 32 percent of those organizations’ annual revenues. This data suggests that nonprofits no longer can afford to ignore online components in their individual-donor fundraising strategies.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
