2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
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The 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report is the third publication of the ongoing Target Analytics Internet Giving Benchmarking study, which has been analyzing giving data from major North American nonprofits since 2006. This year’s analysis covers 15.6 million donors and more than $1.16 billion dollars in revenue.
Five years into the research, it is clear that direct mail giving is still the overwhelming majority of fundraising revenue, and organizations must find ways to optimize multichannel giving versus hyper-focusing on internet giving alone. Nonprofits must closely consider how fundraising channels work in relation to one another versus as competing initiatives.
Key findings of the 2011 report include:
- 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.
- Without the ability to become multichannel givers by renewing support via direct mail, online donors would be worth far less.
To answer the question, “Are donors who give through more than one source worth more or more likely to remain loyal to my organization?”, download the complete report and Allison Van Diest's commentary, Improving Overall Giving Through a Multichannel Approach. Or you can view a recording of the Multichannel Fundraising: Magic or Myth webinar.
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