U.S. survey shows online giving can boost donor loyalty
Offering online giving options could increase donor loyalty, new research in the US shows.
A charitable gift survey recently conducted by The Center on Philanthropy at Indiana University in the US showed that, although 65% of Americans gave to a charity in the past year, only one in 10 donors gave online.
When asked about their motivation for giving online, 64% of the 1,428 people surveyed said that convenience mattered. One in five said they gave online because they got a request with a link or they could find the website easily.
American Express sponsored the research for the American Express Charitable Gift Survey, while the Center on Philanthropy at Indiana University completed the analysis and the report.
"The American Express Charitable Gift Survey serves as a call-to-action for charities to boost their online initiatives," said Bradlee Benn, Vice President, Business Development, American Express Merchant Services. "This survey indicates there is an untapped pool of donors who are influenced by a charity's online presence and charities could benefit by proactively reaching out to them."
To download the American Express Charitable Gift Survey, visit the American Express website.