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March 27, 2009
Target Analytics, a Blackbaud company, released the 2008 donorCentrics Internet Giving Benchmarking Analysis report - detailing the donation trends of nearly 10 million people.
The report's key findings concluded that online non-profit fundraising has increasingly become a significant source of new donors and integrating both online and offline fundraising channels is key to long term success.
"Online giving is growing rapidly, and many online donors have a tendency to also give offline, so fundraisers face increasing complexity in managing an integrated direct marketing program that maximizes donor value," said Rob Harris, Target Analytics' vice president of analytics. "With direct mail, the blueprints for success are well-known, but in this new multi-channel world everything is new and many strategies are still unproven."
Other findings from the 2008 report include:
* Online giving is still relatively small but increasing at a fast rate
* Online donors are younger and generally more affluent than offline donors
* Donor managementmust integrate online and offline channels. While most offline donors stay there, many online donors migrate to offline donor channels in large numbers
Access the full report by going to http://www.blackbaud.com/targetanalytics/benchmarking/dcinternet.aspx or view the press release from Blackbaud here.
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