Online Donors More Generous - Study
10 April 2007 at 10:39 am
People who make online donations to charity give larger gifts than traditional donors but are less likely to remain loyal to the cause, according to a new US study on online giving.
The study by Target Analysis Group and Donordigital in the US studied the online transactions of 12 major charities including Alzheimer’s Association, Mercy Corps and Defenders of Wildlife.
The study found that for 10 out of 12 charities the average revenue from online donors more than doubled that of other donors.
In 2006 the average median online gift was $57, in contrast to a $33 average gift to all other sources.
The study also found that online donors are less likely to continue contributing with only 26% repeating their gift compared to just over 30% of traditional donors continuing to give.
As well, online donors are younger and earn more than other donors.