PLANO, Texas, July 22, 2014 /PRNewswire/ -- Donors 66 and older are now just as likely to make their contributions to charity online as younger donors, according to a Dunham+Company/Campbell Rinker national study.
The percentage of donors 66 and older giving online has increased from 29 percent in 2010, the first year Dunham+Company/Campbell Rinker conducted this study, to 59 percent in 2014. Donors 65 and younger give online at a 60 percent rate – no statistical difference given the study's margin of error.
"This trend of older donors giving online has definitely accelerated in the last two years," said Rick Dunham, President and CEO of Dunham+Company. "From our perspective, charities must seriously consider that an older donor is now just as likely to hop on to their website to give as a younger donor. This means charities must do all they can to optimize their website for ease of use as well as streamline the giving process to better serve these older donors, as donors over 60 are a prime demographic for giving."
For the first time since the study began, 3 out of 5 donors (60 percent) of all generations have given a gift online.
There also was a significant jump in the percentage of donors who say they gave online in response to an email. In 2010 and 2012, only 6 percent and 5 percent, respectively, gave a gift to a charity's website because of an email. In 2014, that percentage jumped to 20 percent, with the most likely to respond to such a communication being donors 66 or older (23 percent). In 2010, no older donors said they responded to an email by giving an online gift, and in 2012 their response barely registered at 7 percent.
"It is especially critical for fundraisers to note that the 66 and older crowd is the most likely demographic to give in response to an email," Dunham continued. "That is a dramatic development in online fundraising and should shift how charities think about who receives their online communications."
When asked their preferred way to make a contribution when they receive a letter in the mail, 53 percent of donors said they preferred to give online. This percentage has grown steadily from 38 percent in 2010 and 50 percent in 2012.
The Dunham+Company study was part of a Campbell Rinker Donor Confidence Survey conducted online June 25-July 9, 2014 among 507 Internet respondents who gave at least $20 in the previous 12 months. Respondents were weighted by age to reflect the general U.S. population per the 2010 census. The margin of error is plus or minus 4.4 percent at the 95 percent confidence level.
For more information, visit http://www.dunhamandcompany.com.
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