The Fine Art of Engaging Donors Online

A fall 2007 study conducted by Convio, Sea Change Strategies and Edge Research has found a number of online marketing opportunities for non-profit organizations.

Of the donors surveyed, 72% said that donating online is more efficient. More than half said they prefer to give online.

“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 Vinay Bhagat, founder and chief strategy officer for Convio.

It appears that many charity Web sites are not meeting their potential. Only 48% of respondents said that most charity Web sites are well-designed, with 40% saying that most charity sites are inspiring.

Charities should not be shy about connecting with donors by e-mail. Nearly three-quarters said it was appropriate to receive an e-mail reminder to renew their gift, while another 74% said they were more likely to give again if they received an e-mail letting them know how their money was spent.

Convio, Sea Change Strategies and Edge Research Via eMarketer