Wealthy donors are actually quite active online, writes Joanne Fritz in analysis of a study by Convio, Sea Change Strategies and Edge Research. These three companies studied individuals who make four-figure or higher annual donations to charities. Of these donors, 25% percent of them have salaries over $200,000, while 50% of them have salaries over $100,000. There are three groups that these donors fall into: “relationship seekers,” “casual connectors,” and “all business.”
The “relationship seekers” want to connect emotionally with your organization online. They are the youngest group of wealthy online donors with 42% of them being in between the ages 25 and 44. More than half of them prefer online giving; 13% read blogs, 35% are politically involved online, and 42% engage in social networks such as Facebook and MySpace.
The “casual connectors” are marginally interested in a connection with organizations online. The average age of this group is 50. Half of these donors prefer to give online; 27% of them read charity emails, and a few read blogs and engage in social networks. One such donor said, “I want [charities] to know that I’m different, and they don’t have to resort to typical styles [of solicitation]. And to [keep me as] as lifelong donor, I would want them […] to show me they are constantly innovating, constantly thinking about what’s next.”
The “all business” donors simply want a quick and easy online donation process and a receipt at year’s end. The average age of this group of donors is 53. Only 9% read charity emails, few read blogs or participate in social networks, and most decide their yearly giving in advance. One of these donors noted that, “I personally want to be left alone. That’s my biggest problem with charities. You send in a check one time and you get inundated with unwanted stuff.”
Even although these wealthy donors make online donations, they are unimpressed with charity websites. Fritz notes that “Only 46% of the Relationship Seekers thought that charity websites inspired them to give; 36% of Casual Connectors thought so; and 22% of the All Business Group.”
Information taken from: Joanne Fritz. "What 'Wealthy Wired Donors' Want From Nonprofits - Part I." About.com
--Ashley High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts onli