There are three categories of wealthy donors who give online, according to Joanne Fritze. In this article, we will review these categories and make suggestions for action items you can implement in your approach.
1) “Relationship Seekers”
The research from Convio, Sea Change Strategies, and Edge Research shows these statistics about this group:
--They make up 30% of the wealthy online donors with the average age of 48
--Nearly 90% have given online
--Over 50% say they prefer online giving
--42% read most charity emails
--42% use social networks
From these statistics and further research, the general characteristic about this group is that they are looking for an emotional connection with your ministry. For those donors that you do not already have a relationship or connection with, your website and online presence is essential.
Action item: Include stories on your website, especially on the donation page. Set up multiple social networking pages (Twitter, Facebook, etc.)
2) “All Business”
The research from Convio, Sea Change Strategies, and Edge Research shows these statistics about this group:
--average age is 53.
--75% have given online.
-- 35% prefer to give by mail.
-- One percent visit a charity web site regularly; nine percent read most charity emails.
-- Few engage in social networks online.
-- Describe themselves as those who decide yearly giving in advance.
Fritz included this quote from the research: “I personally want to be left alone. That’s my biggest problem with the charities. You send in a check one time and you get inundated with unwanted stuff. Actually, doing online giving seems to help that because you can check all the boxes that you don’t want to be contacted.”
This quote gives you an accurate picture. Online giving is a way of convenience. In order to gain such a donation though, offline action must occur. Be respectful and simplistic. Your website should reflect these intentions as well.
Action item: Simplify your contact and donation forms so that only the essential information is required. Give people multiple options for their contact preferences.
3) “Casual Connectors”
The research from Convio, Sea Change Strategies, and Edge Research shows these statistics about this group:
--average age is 50.
--80% have given online; 50% prefer online giving.
-- Six percent visit charity web sites; 27% read most charity emails.
--few engage in social networks online.
This group may be more challenging to pin-point an overall trait, but that is in fact part of the solution. Using multiple approaches with innovative ideas is the key to success. Send a hand-written note to the donor, keep content on your website changing and updated, host a unique fundraiser. The ideas (and possibly fun) are limitless. Value people.
Action items: Test different media approaches you could use: writing a letter, create a video, posting a blog, etc.
-- Jessica High manages research and marketing at Christian Foundation Grants (www.christianfoundationgrants.com) which is a 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 online