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.
“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.
Of the donors surveyed, 72% said that donating online is more efficient. More than half said they prefer to give online.
It appears that many charity Websites are not meeting their potential. Only 48% of respondents said that most charity Websites 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.