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

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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.

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 Should be a Growing Part of Your Fundraising Strategy