New Research Shows Internet is
Favored Way for Major Donors to Engage with Nonprofits; Reveals Online
Expectations of Key Constituency Being Unmet
Tremendous Opportunities Exist for
Nonprofit Organizations to Better Engage “Wired Wealthy” Online
according to Convio, Sea Change Strategies and Edge Research
AUSTIN, TEXAS (March 24, 2008) — The results of a
first-of-its-kind national research study into the online behaviors and attitudes
of the Wired Wealthy was announced today by Convio, Sea Change Strategies and
Edge Research. The study surveyed more than 3,000 donors from 23 major
nonprofit organizations to determine the online behaviors and preferences of
one of the nonprofit sectors most important constituents. The Wired Wealthy are
identified as individuals who donate a minimum of $1,000 dollars annually to a
single cause and give an average of $10,896 to various charities each year,
with a median gift of $4,500.
“The main theme that jumped out at us is that major
donors – or the Wired Wealthy as we call them – are very active
online with the intention of becoming even more so when it comes to their
philanthropic support,” said
The research study began in the fall of 2007. A variety of
nonprofit sectors were represented, including: Advocacy/Public
Affairs, Animal Welfare,
“This was a very exciting
project to be a part of,” said Pam Loeb, Principal for Edge Research who
donated their services to conduct the research. “Never before has the
sector pulled together to study this donor segment. Until this time there has
been little research on the online behaviors, experiences and expectations of
major donors and the role the Internet and electronic communication plays in
their giving process. We believe this research shed some light on key
strategies nonprofits can implement to better serve their constituent
base.”
Major findings from the research include:
·
Major and moderate donors are generous
and online
o
The
e-mail files surveyed represent one percent of the membership but 32 percent of
the revenue for this sector
o
80
percent of the wired wealthy made donations both online and offline
o
72 percent say donating online is more efficient and
helps charities reduce administrative costs
o
51 percent said they prefer giving online and 46
percent said that five years from now they will be making a greater portion of
their charitable gifts online
·
Most charity Web sites are missing
opportunities to fully engage wealthy wired with their organization
o
Only 40 percent said that most charity Web sites
made them feel personally connected to their cause or mission
o
Only 40 percent said that most charity Web sites are
inspiring
o
48 percent felt most charity Web sites are
well-designed
·
Email shows signs of lost
opportunities to connect with various donors
o
74 percent said it was appropriate for the charity
to send an email reminding them to renew an annual gift
o
74 percent said that an email from the charity about
how their donation was spent, and what happened as a result would make them
more likely to give again
o
65 percent said they always open and glance at
emails from causes they support
·
Three distinct groups of donors emerged based on the extent to which the
donor sees the Internet as a source of connection between themselves and the
causes
o
Relationship seekers (29%) – the group most
likely to connect emotionally with organizations online
o
All business (30%) – not looking for a
relationship or emotional connection, but a smooth and simple donation process
o
Casual connectors (41%) occupy the middle ground,
showing some interest in sustaining an online relationship, but also wanting a
smooth and simple process
o
Nonprofits should create and provide options that
let the wired wealthy customize their online experience with the cause
“We believe this research will
fundamentally shift the way some nonprofit organizations approach their
relationships with major donors online,” said Mark Rovner, Principal of
SeaChange Strategies. “Because these constituents have high expectations
for their online engagement, the research provides important insight into the
ways nonprofits can better connect, motivate and retain these donors. This
seminal work provides a variety of different nonprofit organizations –
both large and small – the tools to assess their online strategy and make
adjustments where necessary to better capture big opportunities.”
About Convio
Convio is a leading provider of on-demand constituent
relationship management software and services to nonprofit organizations to
enable nonprofit organizations to more effectively raise funds, influence
public policy and support their missions by leveraging the Internet to build
strong relationships with constituents. The Company’s online constituent
relationship management, or eCRM, solution includes a suite of on demand
software modules for fundraising, advocacy, email marketing and Web content
management complemented by a portfolio of best-in-class consulting services.
Convio's clients include American Red Cross, American
Diabetes Association, American Society for the Prevention of Cruelty to
Animals, National Multiple Sclerosis Society, Sierra Club, Susan G. Komen
Foundation, and National Public Radio. For more information, please visit www.convio.com.
About Sea Change Strategies
Sea Change Strategies is about research and
strategy for remarkable causes. Founded in 1999, Sea Change Strategies offers two
kinds of integrated marketing and fundraising services for their clients -- long-term retainers for
“soup to nuts” fundraising and marketing, and
short
term strategic reviews for organizations in transition, with big ambitions or
who just need an infusion of energy and ideas. To learn more, visit: www.seachangestrategies.com
About Edge Research
Edge Research is a full-service custom research firm that
helps nonprofits and corporations meet their strategic objectives. They forge
strong partnerships with a select number of clients, learn their business and
continue to provide smart, insightful research and analysis over time. Edge Research’s adaptive approach,
full range of services, strategic analysis and personal attention have earned
them long term relationships with major corporations and nonprofits across the
country. For more information, visit www.edgeresearch.com
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