Tomorrow's Donor Tomorrow's Donor Research – Issue #3

Research – Issue #3

Each month this section of “Tomorrow’s Donor” contains information to help you learn more about the power of the Internet and e-mail. A link to the full article is included. I do my best to eliminate broken links, but if you discover any, please do let me know.

“As many charities have found with credit card donations online over the past five years, the average donation is higher than offline.” CAF Charitycard raises £353,324 online, Howard Lake, Fundraising UK Ltd.

“…the e-mail appeal turned out to be a success, for two reasons: It drew responses from 169 people, who contributed a total of $39,000, the only donations through Harvard’s online-giving site during the 2000 fiscal year; and the experiment showed that alumni were not offended by e-mail appeals….only 2 percent of recipients…didn’t want to be solicited again through e-mail.” From “All Aboard, More and more large nonprofit groups are raising money online, new Chronicle survey finds,” (You must be a Chronicle of Philanthropy subscriber to view the article.)

“Seven in ten Americans contributed money, blood, or time to support the disaster relief and recovery effort, and three-quarters of those who contributed financially say they will contribute as much or more money as they normally do to other charities.”
Download the pdf:

“It’s important for development officers to realize that e-mail has taken over as the main means of communication for many people.” Allen, Kent (2001) “On the Horizon – Are e-mail solicitations the ‘next big thing’ for education fund raising?”, Currents, May/June, 2001

“Among all undergraduate and dual degree holders, about half (49%) of the recipients [of @Stanford] made a gift in FY2000 – compared to only a third (34%) of non-recipients.” If you haven’t yet heard or read about Stanford University’s success with their monthly e-newsletter “@Stanford”, see this May 2001 report: and click on the Hot Report: “@Stanford and Institutional Advancement” on the left side of the page.

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