Trendy … Yet Timeless

In the end, people who gave through the Web who received a follow-up e-mail solicitation converted at 0.2 percent. Phone donors who received a follow-up phone call converted at about 7.5 percent, and Web donors who received a follow-up phone call converted at 13 percent.

“And the neat thing,” Johnston says, “is the demographic group converting to monthly giving from the Web were young men ... the people we’d never been able to get to go to monthly giving before.”