Target Analytics, a Blackbaud Company, released its 2008 donorCentrics™ Internet Giving Benchmarking Analysis back on March 18, 2009. This was a follow-up to their groundbreaking 2006 report and provides insights into the online and offline trends of donors. The findings represent analysis of information from over 9.5 million donors and more than $747 million in donations to the nonprofits in the study.
Key findings in the report:
- Online giving continues to grow rapidly in 2007 and 2008, even in the absence of major disasters which fueled the growth of online giving for relief and animal welfare organizations in previous years.
- Over the past few years, online giving has become an increasingly significant source of new donor acquisition. These online donors give much larger gifts but have slightly lower retention rates than traditional donors.
- Online giving is not a strong renewal channel; every year, large numbers of online donors migrate away from online giving and to other channels, primarily direct mail.
- Donors to direct mail – the primary giving source for most organizations – rarely give online. In the relatively rare cases when mail donors do give online, they tend to give higher average gifts – both before and after their first online gift.
- Offline donors who have an email address on file, and who have no record of giving online, give far more per year and retain and reactivate at higher rates than those who do not have an email address on file.
- Donors in the southwest and mountain regions of the United States are disproportionately more likely to give online.
Read the full 2008 donorCentrics Internet Giving Benchmarking Analysis
Comments