Study Shows First-Time Online Donors Often Do Not Return

The 24 nonprofit organizations had 9.5 million donors and total revenues of $747 million.

Charity fund-raisers offered several possible explanations for the study’s findings. Many donors using the Internet to make their first gift to an organization are responding to a disaster like the Asian tsunami or Hurricane Katrina, and those givers may not be interested in supporting a group’s continuing work.