Study Shows First-Time Online Donors Often Do Not Return

Another issue is that nonprofit groups tend to add donors acquired online to their direct mail lists, which encourages those donors to give in more conventional ways.

“Direct mail may not be a Maserati, but it’s very effective because it is very highly evolved,” said Lori Held, membership marketing director at Trout Unlimited. “We know how to ask for money using the mail, but most organizations are still trying to figure out how to do that online.”