A new study by fund-raising consulting firm Dunham + Company out of Plano Texas seems to suggest that donors that are 60 or older are beginning to defy the long-held presumption that they aren’t comfortable giving online. They found that of the 524 donors who participated in the survey and had made at least one gift of $25 in the past year, 51% of those in the 60 plus age group made their contributions online. Additionally, once these donors gave online they tended to give more frequently than younger donors.
(Link to Dunham + Company Study Article)
Wow! Or, to quote the study “We believe this study blows some holes in the conventional thinking about older donors and online giving.”
Or does it? Is it problematic that the survey was conducted online? Does this skew the results? I believe to a great degree it must.
Should we temper our enthusiasm for results that are generated by a study that requires that the participant have a level of comfort with the online process to even take the survey?
Nevertheless, there is some validity in the study statement, “This just reinforces the need to apply best practices around integrated, multi-channel communication strategies and give donors options on how they want to fulfill their gift.”
This should apply to all demographics. Make sure the online giving process is clear and simple. And perhaps most importantly, reassure the donor of any age that the transaction is secure.
Giving online, even though it receives a tremendous amount of attention, still pales next to more traditional offline giving. The more we improve the online process, the more donors of all ages will have the confidence to give electronically.
What do you think?