Trends in the Fundraising Sector

MacLaughlin then went into some of the demographics of online donors. For starters, with the exception of the 65 and older donors, online is the dominant channel when you look at percentage of donors. For donors with household incomes greater than $150,000, online is the dominant channel. Average online gift is higher. And to engage busy professionals, online and mobile are the places you want to target because they have so much going on that these channels make the second or third gifts easier. Online is the path of least resistance.