Online Donations Higher than Offline

The ePhilanthropy Foundation’s e-newsletter had a very good article today about the fact that donors are giving a higher average gift when they make an online donation than when they make an offline donation. Read the article here


At the Integrated Media Association Conference, Target Analysis, presented data that also showed this finding held true for public broadcasting. An interesting theory for this is that when you receive a direct mail appeal, you often throw it in a pile of bills to consider paying at the end of the month. Then, if your phone bill isn’t too high, you’ll make a generous contribution. However, when you are contributing online, you aren’t competing with other bills at that moment. Plus, most people use their credit card when they contribute online and they don’t like to charge little amounts to their cards.

Have you measured this at your organization? Share your thoughts and stats here