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March 25, 2009
Online donors don't come back
The NYT reported in Study Shows First-Time Online Donors Often Do Not Return that first-time online givers are unlikely to return and donate again online with any consistency.
Even though the online gift and the online giver is an attractive audience (online gifts tend to be larger than gifts given through more traditional channels and online givers tend to be higher income earners and better educated), online giving has a long way to go before it replaces traditional methods of giving.
One thing to note before you use this data to discredit online giving as a viable funding channel is that as the culture continues to place an emphasis on the exchange of electronic rather than paper currency, the interest and use of online giving will become more mainstream. Until then, it's important to include online giving as one of many options.
"I think what we're learning is that we need to be less worried about what channels these donors use and offer them a variety of channels through which they can give," said Mr. Smith of CARE.
Is your church using online giving? If so, what trends are you noticing among this segment your membership?
Posted by bstroup at March 25, 2009 3:31 AM
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