Online givers have lower retention rate

I found this very interesting. A recent report released by Target Analytics suggests that those that make online donations (as opposed to mail or phone) are likely to give larger gifts, but are also likely to not retain as well as other donors.

As the report states: “Many donors cease giving online after their initial online gift; they may continue to give to the organization through direct mail but often downgrade when they switch from online to offline giving.”

My question is: Why? Why do online donors donate more initially but have lower retention rates?

I’ve got some theories but I’m curious to know what others think.  So the ball is in your court: What would make online donors donate more to start, but less over time, than their non-online counterparts?

About Wes Trochlil

For over 30 years, Wes has worked in and with dozens of associations and membership organizations throughout the US, ranging in size from zero staff (all-volunteer) to over 700. In that time Wes has provided a range of consulting services, from general consulting on data management issues to full-scale, association-wide selection and implementation of association management systems.

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