Donors who provide their work e-mail addresses when they make an online gift tend to contribute more than those who use free e-mail services like AOL, Gmail, Hotmail, or Yahoo, according to a new report that analyzed some 320,000 gifts from 165,000 online donors.
For most of 2012, people with work addresses contributed $165 on average, while those who offered Gmail addresses gave $143 per donation, according to Qgiv, an online and mobile fundraising platform used by small- to medium-size nonprofits. People with AOL addresses donated on average $138 each time they gave online; those with Hotmail addresses gave $128; and those on Yahoo, $120.
For charity fundraisers, the findings suggest they can win bigger gifts by aiming appeals at donors based on the e-mail services they use, says Todd Baylis, president of Qgiv. For instance, they can seek bigger gifts from people who provide work address than to those who use Yahoo.
The findings are based on a sampling of a year’s worth of donations, starting in November 2011, to more than 1,000 charities of all types that are Qgiv clients. About 51 percent used a work e-mail address with their names or an Internet domain they had established to send mail or create a Web site; 19 percent used Gmail, 15 percent used Yahoo, 8 percent AOL, and 7 percent Hotmail.
Over all, donors who use Qgiv increased donations in the past 12 months; the average gift size rose 9 percent, from $134 in 2011 to $146 in 2012, Qgiv says.
Below is a chart that details average online donations from 2010 to 2012 to show giving patterns of people who use various types of e-mail services. In each year, December is omitted.
Emma Carew Grovum contributed to this article.