Why Online Donors are Worth More than Offline Donors [INFOGRAPHIC] | npENGAGE

Why Online Donors are Worth More than Offline Donors [INFOGRAPHIC]

By on Feb 17, 2012


A few months ago we published the 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report and yesterday we released the 2011 Online Giving Report.

The research in these reports is extensive and well worth the read if you’re into all things fundraising, but I’d like to focus your attention on one piece of the findings for now.

The majority of giving still comes from offline channels, but online fundraising continues to be a significant source for acquiring new donors online.

In fact, the dominant giving channel for new donors 64 years old and younger is online. Plus, revenue and household income for online acquired donors is significantly higher than for offline acquired donors.

The trend towards online fundraising is an important one to pay attention to. Here’s why …

  • It has become increasingly common for new donors to give their first gift online.
  • In aggregate, online-acquired donors have much higher cumulative value over the long term than traditional mail-acquired donors.
  • Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to direct mail.
  • In 2011, online giving was up 13% on a year-over-year basis when large International Affairs organizations are removed from the analysis.
  • In 2011, 87% of organizations had at least one online gift of $1,000 or more. The median online gift of $1,000 or more was $1,200. 43% of these donations were between $1,000 and $5,000.
  • The largest amount given online in 2011 was $260,000.

Donor Acquisition Through Online Sources is Key

Check out eTapestry – Online fundraising software that can help you gain more donors online and cultivate them to become long term offline supporters.


2011 Internet and Multichannel Giving

Download the complete Internet and Multichannel Fundraising Report to learn more about how the industry is changing, the turn to online fundraising and the need for a multichannel approach.

Download the 2011 Internet and Multichannel Fundraising Report Now!



Frank Barry, formerly worked at Blackbaud helping nonprofits use the Internet for digital communication, social media, and fundraising. He’s worked with a diverse group of organizations including LIVESTRONG, United Methodist Church, American Heart Association, Big Brothers Big Sisters, ChildFund Int’l, InTouch Ministries, Heifer Int’l, University of Notre Dame and University of Richmond. Along with writing for industry publications like Mashable and Social Media Today, Frank facilitates discussions, presents solo sessions and organizes panels for industry conferences such as NTC, SXSW, BBCon and numerous others. When he’s out and about he enjoys talking to interesting people about how they are changing the world – check out his interviews. Say Hi on Twitter – @franswaa or Google+

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