We all have a desire to be connected, to know that what matters to us most is something others also care about. This is especially true in our close relationships, both on a business and personal front.
For those of us passionate about the nonprofit community, being connected, compassionate and caring hold an even deeper meaning. They’re synonymous, and we want those with whom we keep close company, especially our significant others, to selflessly subscribe to our sentiment. What better way of expressing this then when we commune through donating our time and, often more heart-touching, our dollars to those in need.
So, how does this act of caring and sharing apply to you and your organization? Our new research paper, Insights into Integrated Marketing Constituent Behavior, is based on the results of a study Convio conducted with CARE and it reveals that high income, married donors that like dual channels (online and offline) are, indeed, really valuable.
- Dual channel donors give the most: On average, dual channel donors give $123.29 annually, 46 percent of greater value to a nonprofit than direct mail only donors.
- Dual channel donors are married: 72 percent of dual channel donors are married.
- Dual channel donors earn the most: At a household level, 43 percent earn more than $100,000.
- Men are offline, women are online: 55 percent of offline only donors are men; 56 percent of online only donors are women.
- Boomers are flocking to social sites: Boomers are one of the fastest growing segments on social sites, up 60 percent from 2010.
It seems pretty clear to me why you should care. Effectively leveraging integrated, constituent engagement marketing strategies to attract and retain these types of donors pays off, and BIG!
Ask yourself, are you designing and deploying communication efforts that are consciously coordinated, orchestrated and targeted – based on particular audience segments and their individual preferences? Are you engaging in multiple channels, including mobile and social media? Are you actively listening and then clearly responding with what they want to hear?
Because, if you are, imagine all the beautiful music you and your donors can make together. All it takes is perfecting the harmony and keeping rhythm to the same beat.
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