Online Fundraising Jumps in 2005: Integrated Marketing Shows Results

Tuesday, 7 February, 2006 - 13:12

PNNOnline, 1 February 2006. Convio notes that, in 2005, online fundraising continued to grow at an accelerating rate.

PNNOnline, 1 February 2006.

Convio notes that, in 2005, online fundraising continued to grow at an accelerating rate. According to the article, "several leading organizations presented successful integrated marketing tests illustrating synergy across different channels like mail, TV, telephone and Internet" last year.

Convio notes that, for example, "the American Society for the Prevention of Cruelty to Animals presented a renewal test in August 2005 of donors split into two segments."

"The first segment was composed of donors with an email address — marketed to both online and offline. The second group was composed of donors that did not have an email address — marketed to via mail and telemarketing only. The first segment (with email addresses) in aggregate across channels renewed at a rate of 38.8 percent with a $53.55 average gift."

"The second segment (without email addresses) renewed at a lower rate of 32.6 percent and with a lower average gift of $48.84. Through this test, the ASPCA demonstrated that having a Web-based relationship with a constituent indicated and possibly drove higher loyalty."

Read the full text by Convio via the PNNOnline website.

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