…and many non-profits are missing the boat with this Web-savvy constituency.
If you work with non-profits or volunteer for one, you might want to take a look at the results of this survey announced today. A represetative from Convio, Tad Druart, tells me that the study is available for free to those that register for it on the site. Teh button says it is the Executive Summary, but it is the full report.
Convio, Sea Change Strategies and Edge Research asked 3,000 donors from 32 nonprofit organizations about their online behaviors and preferences. Those surveyed made up only 1 percent of participating organizations donor base, but accounted for 32 percent of annual donations.
80 percent of those surveyed made donations both online and offline, with 51 percent of those surveyed said they prefer giving online.
This group of “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.
But only 40 percent of those surveyed said that most charity Web sites made them feel personally connected to their cause or mission and only 40 percent of those surveyed said that most charity Web sites are inspiring.
How to Get Connected
For an example of how to connect with donors, you can look at Beth Kanter's work. She is one of the foremost voices on the use of social media by nonprofits. One of her recent campaigns for the Sharing Foundation used multiple social networking channels and netted the charity nearly $100,000 thorough America's Giving Challenge.
The research study was conducted in the fall of 2007 and a a variety of nonprofit sectors were represented.
Photo by Josh Kidmore is of Beth Kanter's fun “pimp my Non Profit” panel at SXSW