"Wired Wealthy" - New Generation of Online Givers
7 April 2008 at 12:32 pm
A new generation of online givers, identified as the ‘wired wealthy’ are ready and able to give but Not for Profit organisations need to better leverage their web presence to improve the online experience.
That’s the verdict after a US research study by Convio, Sea Change Strategies and Edge Research.
The study suggests that an "Internet communications gap" exists between higher dollar donors and charities. In short, most causes are not making the best possible use of their Web and email efforts to connect with this critically important audience.
The ‘wired wealthy’ are identified as individuals who donate a minimum of $US1000 annually to a single cause and give an average of $US10,896 to various charities each year. The median gift is $US4500.
The research found that this group is very active online with the intention of becoming even more so when it comes to their philanthropic support.
Major findings from the research include:
Major and mid-level donors are generous and online
– 80 percent of those surveyed made donations both online and offline
– 72 percent of those surveyed said donating online is more efficient and helps charities reduce administrative costs
– 51 percent of those surveyed said they prefer giving online and 46 percent said that five years from now they will be making a greater portion of their charitable gifts online
Most charity Web sites are missing opportunities to fully engage wired wealthy with their organization
– Only 40 percent of those surveyed said that most charity Web sites made them feel personally connected to their cause or mission
– Only 40 percent of those surveyed said that most charity Web sites are inspiring
– 48 percent of those surveyed felt most charity Web sites are well-designed
Email shows signs of lost opportunities to connect with various donors
– 74 percent of those surveyed said it was appropriate for the charity to send an email reminding them to renew an annual gift
– 74 percent of those surveyed said that an email from the charity about how their donation was spent and what happened as a result would make them more likely to give again
– 65 percent of those surveyed said they always open and glance at emails from causes they support
Three distinct groups of donors emerged based on the extent to which the donor sees the Internet as a source of connection between themselves and the causes
– Relationship seekers (29 percent), which are those donors most likely to connect emotionally with organizations online
– All business (30 percent), which are those donors not looking for a relationship or emotional connection, but a smooth and simple donation process
– Casual connectors (41 percent), which are those donors that occupy the middle ground, showing some interest in sustaining an online relationship, but also wanting a smooth and simple process.
The full report can be downloaded at http://my.convio.com/?elqPURLPage=104
(Registration is required but the download is free.)