Ken Goldstein, MPPA

Ken Goldstein has been working in nonprofits and local government agencies from Santa Cruz, to Sacramento, and back to Silicon Valley, since 1989. He's been staff, volunteer, board member, executive director, and, since 2003, a consultant to local nonprofit organizations. For more on Ken's background, click here. If you are interested in retaining Ken's services, you may contact him at ken at

Wednesday, November 08, 2006

Get younger, wealthier, (better looking?) donors online

Network for Good, an online service that facilitates online charitable donations, has just released a report looking in detail at $100,000 in online giving to 23,000 nonprofits. Some of what stands out from the results are the differences between online and offline donors: they're younger and more generous.

Some more highlights (click here for their summary and link to full report):
- Online givers are young (38-39 years old) and generous, giving several times more than offline donors on average.
[Compare that to an average age of 60+ for "traditional" donors]

- Virtually all of them (96%) have given to charity before, but a sizable proportion (38%) is new to online philanthropy.

- Online giving is tracking to the trends of online shopping and banking, and it is the avenue of choice for donors during disasters.

- Most people give online during the week, during business hours - most commonly, between 10am and noon.

- Giving online follows the same "long tail" phenomenon seen in online sales of books and music.

- Most online giving goes to disaster agencies.

- People say they give online because it's easier than writing a check and a fast way to respond to disasters.
You don't have to be responding to a disaster to get in front of these young, generous donors - They also use the net (and Network for Good) to find organizations for their year-end giving as well.

Does that give you any ideas? If you're not already set-up for, and actively promoting, online fundraising this better give you some ideas.

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