No matter what type of work you are doing, knowing who donates the most, how, and where can help you prioritize your resources most effectively. Think you know your donors? You might be surprised by these statistics.
think-you-know-your-donors-the-research-may-surprise-you
Who? Age and Gender
The average age of US donors is 62
The majority of donors are women 50+
Donors over 65 give 2-3X amount donated by those under 34
How? Mobile vs Desktop
Half of all nonprofit website visits came from mobile users, but
Users on desktops made up the majority of donation transactions (61%) and revenue (72%) in 2019
The average gift made on a desktop was $80 and the average gift made on mobile was $42
Where? Online vs Offline
In 2019, 73% of donors donated offline and 25% of donors donate via mobile devices
In 2020 that dropped to 64% donating offline, but still larger than the 36% who donated online
89% of new donors acquired during Covid donated offline rather than online and they overwhelmingly continue to donate offline.
If email isn't part of your fundraising efforts, it needs to be. If you haven't yet found Mail Chimp, I'd encourage you to check it out. It's a valuable tool and it's free!
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