Don't panic — but don't sit back and do nothing, either.
That was one of the key findings of recent research by Convio, Sea Change Strategies and Edge Research on the giving habits of the “wired wealthy.”
Most well-to-do donors aren't unhappy with on-line communications, according to the study. That's not to say they're delighted, though. “It's no longer about demographics. It's about behaviors,” says Edge senior analyst Colleen McCulloch-Learch.
More than 3,000 donors from 23 major nonprofit organizations were polled to determine the online behaviors. They contribute a minimum of $1,000 annually to a single cause and give an average of $10,896 to various charities each year.
Three types of donors emerged: “relationship seekers,” the group most likely to connect with nonprofits online; “all business,” who just wanted a simple donation process; and “casual connectors,” who were in the middle.
