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Internet Giving Grows in Popularity With Older Americans

May 12, 2011, 11:46 am

Most people, no matter what their age, now prefer to make charitable donations online, according to a new study of more than 17, 500 donors.

The survey by Cygnus Applied Research, in Chicago, found that more than half of donors who are 65 or older now prefer to make their gifts online, with much higher percentages of younger donors saying the same.

It was the first time in the three years the survey has been conducted that a majority of donors in all age groups said they preferred to give online.

What’s more, two-thirds of donors said they want all their communications to be electronic.

“It’s getting pretty close to the point where charities can make all of their communications online,” said Penelope Burk, president of Cygnus Applied Research.

But Ms. Burk said charities would probably still want to use direct mail or telemarketing to call donors’ attention to important issues,  persuade them to go online to give, or thank them.

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