Major Donors Prefer To Donate Online Rather Than By Direct Mail Says Internet Fundraising Survey

The majority of major donors prefer online giving over direct mail. In a survey conducted by Convio, Sea Change Strategies and Edge Research, 51 percent of survey respondents said online giving is their preferred channel, compared with 30 percent who said they prefer giving by mail. These "wired wealthy" donors prefer their mouse over the mail for a number of reasons.
1. Efficiency: Making a donation online takes just a few clicks of a mouse. The donor receives an immediate acknowledgment, and the non-profit organization receives the funds immediately. Making a donation by mail is less efficient. The donor must find a pen, complete a form, write a check, find the return envelope, put the form and check into the return envelope, maybe hunt for a postage stamp, then walk the envelope to the mailbox.
2. Speed: With efficiency comes speed. Making a donation online takes seconds. Making a gift by mail or phone takes much longer.
3. Immediacy: Survey respondents also noted that giving is handy because it lets them make a donation while the thought is fresh in their minds. They are less likely to forget a cause or an urgent need if they can respond to it immediately, online.
4. Miles better: A majority of survey respondents said accumulating rewards points or airline miles encouraged them to give online with a credit rather than by mail with a check.
5. Tracking: The "wired wealthy" also like giving online because their credit card statements help them track their donations more effectively.
Major donors are shifting from the mail to the web. Which means your major gifts program had better meet major donors where they are today, and where they are going to be tomorrow-online.
Learn more.
Read The Wired Wealthy: Using the Internet to Connect with Your Middle and Major Donors. Available at http://my.convio.com/?elqPURLPage=104
Author Bio:
Alan Sharpe publishes Gifted Fundraiser, the free weekly email newsletter that helps non-profit organizations raise money through direct mail, special events, online fundraising, major gifts, capital campaigns, planned giving, grant proposals and more. Sign up today for your free subscription at www.giftedfundraiser.com
© 2008 Alan Sharpe.
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