March 26, 2009
Keeping Online Donors Presents Challenges
While the Internet has become an increasingly significant instrument for recruiting new donors, online contributors appear to be somewhat less loyal than more traditional mail donors, according to a new study.
The review of 24 national nonprofit groups found that many people who make a first-time gift to charity through the Internet often don't go online to make another. Some of them do continue to give, but through other ways.
The study, conducted by Target Analytics, a
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