Benchmarking data show huge increases from three years ago

Across virtually every demographic — age, gender, race, income, education and household size — more people are heading for the Internet before they make a charitable donation. And if you still think seniors are channel surfing for repeats of “Murder, She Wrote” instead of surfing the Web, you’d be wrong.

According to a new The NonProfit Times study, twice as many potential donors are heading online after receiving a fundraising solicitation by mail than they did just three years ago, and among those 65 and older, the increases were even more substantial…

The survey results show a trend that “we’re seeing pretty clearly, more people are online, more people are doing research online, checking out charities they support or are thinking about supporting,” said Nick Allen, CEO of Donordigital, a San Francisco-based online fundraising firm.

Read the complete NonProfit Times article here.

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