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Hal Licino

How Associations & Organizations Can Target Affluent Online Donors

Apr 20 2011, 02:35 PM by

Many fundraising associations and organizations report that approximately one third of their total online donations are generated from just one percent of their subscription list. Affluent online donors usually have a household income above $200,000 and they tend to give an average gift of nearly $5,000. Here are some ways your association or organization can effectively target these jumbo donators and markedly increase your email fundraising totals.
These Donors Are Net-Savvy but Shun Facebook
Affluent online donors are primarily baby boomers born in the two decades after the end of World War II. They spend approximately 18 hours a week online, so they are well versed with the facilities offered by the internet. Nine out of ten of them make purchases online and four out of five bank and pay bills on the net. They are also well aware of the advocacy potential on the web, as more than half have taken political action online. One of the most surprisingly anomalous statistics of the affluent online donor is that only 3% of them use Facebook regularly, so as a group they tend to shun conventional social media networks. Solicitations to become a Facebook Fan of your association or organization will therefore be counterproductive.
Reassure Your Donors to Allay Their Fears
The primary concerns of more than half of all affluent online donors are that email solicitations may be phishing or otherwise fraudulent, and that they might be opening themselves up to receiving excessive volumes of email from both the charity and third parties. In order to assuage these concerns, affluent online individuals need to be extensively reassured of your bulletproof commitment to extremely firm privacy policy standards as well as proving the legitimacy of your association or organization with references to unrelated authoritative sources like the Better Business Bureau, Guidestar or Charity Navigator. Accountability is of profound importance to these donors, so a report accompanying the year-end tax receipt focusing on how your charity spent the money is a significant incentive to donate in the new year.
Don't Cross-Promote Other Charities
The majority of affluent online donors find email solicitations to donate to other associations or organizations with similar causes to be highly inappropriate. They don’t want to feel like they’re making a career out of providing money to every charity in the area, so sticking to a clear clarion call to action that concentrates exclusively on your own fundraising goal is the best way to approach these donors.
Provide Intellectual & Accurate Content
More than four out of five affluent online donors are university graduates and more than half hold post-graduate degrees, so they are an educated and informed lot. Less than one out of ten of them are convinced that charity emails are well written and inspiring so it becomes imperative to ensure that your email solicitation campaign stands out from the crowd in its erudite conveyance of sagacious information. Misspellings, typos, grammatical or formatting fumbles as well as reporting inaccuracies are going to decimate your fundraising results from these types of donors.

The proper approach to soliciting affluent online donors via email can have a significant impact on your overall fundraising consummation. Understanding the preferences of this critical group can make the difference between reaching your goals and coming up woefully short.

Posted in Associations & Organizations

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Comments

shekhar

Jul 18 2011, 07:09 AM

very nice blog