Wednesday, March 18, 2009

NYT: Study Shows First-Time Online

NYT: Study Shows First-Time Online: "Study Shows First-Time Online Donors Often Do Not Return

Published: March 18, 2009

People who go online to donate to charity for the first time often do not return to the Internet to make later gifts, according to a new study examining the experience of 24 nonprofit groups.

The findings suggest that while the Internet can be a valuable fund-raising tool for charities, particularly in soliciting gifts after disasters like Hurricane Katrina, it is not a replacement for direct mail or other forms of fund-raising."

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