Study Shows First-Time Online Donors Often Do Not Return

Still, the demographics of online donors are enticing for charities. The study found that of the donors who made at least one online gift in 2008, roughly a third had incomes greater than $100,000, while about one-quarter of those giving in other ways fell into that category.

“I think what we’re learning is that we need to be less worried about what channels these donors use and offer them a variety of channels through which they can give,” said Mr. Smith of CARE.