Study Shows First-Time Online Donors Often Do Not Return

Charities have been using the Internet for fund-raising for more than a decade with mixed results.

“People are asking us all the time why we don’t reduce mailing costs and save paper with online fund-raising, but the simple fact is that people come online to give a gift once and don’t repeat,” said Jennifer Tierney, development director at Doctors Without Borders in New York, which took part in the study.