People who go online to donate to charity for the first time often do not return to the Internet to make later gifts, according to a newstudy examining the experience of 24 nonprofit groups.
The findings suggest that while the Internet can be a valuable fund-raising tool for charities, particularly in soliciting gifts after disasters like Hurricane Katrina, it is not a replacement for direct mail or other forms of fund-raising.
“Online giving is higher than offline giving, and the demographics of online givers are more attractive — better educated, higher income,” said Tobias Smith, director of online communications at CARE, which took part in the study and works on issues faced by poor women. “But how you get people to routinely give online is a nut no one has yet cracked.”
The study was done by Target Analytics, a unit of Blackbaud Inc., which provides software and services to nonprofit groups.
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