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Joanne Fritz

Donors Who Give Both Online and Off Are More Valuable

By April 18, 2012

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Infographic showing value of dual channel donors.

Multi-channel fundraising is all the rage. Turns out the enthusiasm is warranted.

CARE and Convio reported this week that their marketing study of dual-channel donors revealed that donors who give both online and offline give more.

Here are the key points from the study:

  • Dual channel donors give the most...on average $123 annually. This is 46% more than direct mail only donors.
  • Dual channel donors tend to be married and earn the most, with 72% married and 43% earning $100,00 or more.
  • Men tend to be offline; women are online. Men account for 55% of offline only donors; 56% of online only donors are women.
  • Baby Boomers are all over social sites. The number of Boomers on social networking sites is up 60% from 2010.

If you're not already helping donors give both offline and online, your nonprofit may be losing out.

Image: Convio/Care infographic.

Read more about multi-channel fundraising:


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