Online Giving: Demographics Of An Online Giver
Following up on our initial post A Look @ 21st Century Giving, we addressed how the internet and online giving is making a profound impact on charity. Today we look at just “who” is giving online.
But first, why is insight into the demographics of online givers important? This knowledge has allowed charities to develop successful fundraising campaigns – targeting specific groups, regions, and keywords to aid in donor conversions.
Moreover with the advent of internet technology, it has become increasingly easier for analysts to track the demographics, patterns, and statistics of online givers. The following information highlights the demographics of people who give online, and has been gathered using the most powerful and effective data collecting agent… the world wide web:
Online givers are young with little disparity between men and women
“Online givers are young, with men and women giving in equal numbers. The median age of donors is 38, with the average between 39 and 40. This is significantly younger than offline donors, who tend to be 60+ according to most studies” (Source: Craver, Mathews, Smith & Company).
Network for Good highlights the gender difference of online givers:
“In terms of gender, 52% of donors are female. By way of comparison, a number of surveys of overall giving find a slightly higher percentage of women report giving to charity than men.” (Network for Good, 2007)
Those who give online are not new to giving, but they tend to be new to giving online
Almost 96% of online givers indicated having consistently donated to charities offline through churches and nonprofit organizations, whereas giving online was a new avenue of exploration.
Online giving varies by region
In one of our previous posts we discussed the Generosity Index. According to Giving USA, 89% of Americans give to charity totaling 248 billion in charitable dollars. However, giving varies widely per state and online giving is an entirely new analysis.
In a report released by Network for Good, the following marginal differences were identified in light of online giving per region:
| Rank by Total $$ | State | Average Online Donation |
|---|---|---|
| 1 | New York | $280 |
| 2 | California | $152 |
| 3 | Texas | $185 |
| 4 | Virginia | $162 |
| 5 | Massachusetts | $153 |
| 6 | New Jersey | $151 |
| 7 | Maryland | $163 |
| 8 | Florida | $119 |
| 9 | Illinois | $129 |
| 10 | Connecticut | $270 |
With insight into just “who” is giving online, charities can better interpret the patterns and behaviors of online donors and cater effective outreach campaigns that will have a stronger global impact. It will be interesting to see how developing future technology will aid in our understanding of online givers.
We’d love to hear your thoughts on this post:
- Do you prefer online giving or traditional charitable giving? Share with us why?
- Why do you suppose online giving varies per region?
- Are there any disadvantages to giving online?
Tags: giving online
12. June 2009 at 4:23 pm :
I absolutely prefer giving online rather than the traditional way, Its is very efficient, convenient, faster and very economical.
The things about giving online is its very clear and Transparent where as you have access round the clock and reachable with just a finger tip away.
There are many different reason that we can only asumed why giving online varies in different states. Could be people are more compassionate, thoughtful and self conscious obout giving online.
Yes there are some disadvantages, where as you have to make sure the websites and charity organization that you exploring are legitimate and reputable before you give out your personal and private information.
12. June 2009 at 9:23 pm :
I also prefer to give online, because you can research the person or persons and the various charity organization you are giving your donation to. It is very conventional in this fast global technology. You can sit right in front of your computer and make a charity donation across the globe in minutes. ( That Awesome )
I think more and more people are surfing the web and pays more close attention to all to all these various charities and people in needs.
Presently i dont know have an answer with the pattern of giving online why it defer bewteen New York & Connecticut and other states.
Other disadvantages are not all causes that you see some times are true and worthy causes, You have to be mindful of these situation sometimes before you make an individual donation.
13. June 2009 at 3:48 pm :
I think things are just getting slower and slower as people are getting more and more antsy about this economy. Its so hard to predict and personally I find it really hard to see an end to it in the near future. With most of the country being laid off and they other part worrying that they will be laid off I think everyone is holding tight to every penny they have, as they probably should do at the moment. Its very scarry when you don’t know what tomorrow will bring. I can feel it in the air in the town we live in and I have to say it really worries me. Prices are going up on everything and the money to pay for increase in goods is not there. I always thought when things were bad for the country prices would drop but they don’t they go up. Even the price of gas is slowly climbing. This is very worrisome.
14. June 2009 at 5:30 pm :
I think there is a huge declined in the traditional way people donate to charity. Where as now that a vast majority of people all over the world have online access, that definately changes the way people make donations.
I soppose different regions might do more online promotions and advertisment or social blogging.
Another disadvantages with online giving is you have to be very careful, cautious, and vigilant in making online donation.
14. June 2009 at 7:41 pm :
I think a big turn off as far as on line giving is that people get emails asking for money or asking them to do these Wetern Union transactions and it scared people as far as the internet goes, especially the elderly they seem to be the targets of so many scams when it comes to internet giving. You really have to be smart and check into anything you give to. And never give to people who email you asking for money from another country and promising you big things. If it sounds too good to be true it usually is.
16. June 2009 at 11:31 pm :
It doesn’t matter to me on traditional or online. If it’s a good cause, I’ll give. However, I’m more of a softy for little eyes staring at me. It’s so hard to say “no” to those little eyes.
I would imagine donations vary because of wealth. A lot of rich people live in New York, Texas, and Calf.. They have more to give, or need ta deductions.
The only disadvanage that I see donating on line is no impression. You see no face, tears from being happy. I find it’s hard on the internet. You really have to put that impression in your writing. I know that I can do because peoploe have called and wrote me. Never the less, a dollar is good, no matter where it comes from.
Christy ( Smile because God loves You )
17. June 2009 at 12:06 am :
I find it very hard to put the feeling into the writing, that may be a big problem. Its hard to express what is going on and convey the things my family is experiencing in words. I guess a lot of people are the same its just really hard to articulate the pain you feel when your child suffers through words when you really are suffering so much with them that you are at a loss for words. I hope that makes sense, because it probable doesn’t but I tired to explain it.
17. June 2009 at 8:51 am :
Giving online is more advance and you gain a lot more self confidence, rather than the traditional way base on.
We have to take a real close look to see what is the real purpose why online giving defer in different region.
Christy said you see no face when giving online, With that said when giving online you have to use your instinct and good judgment. (Sometimes)
23. June 2009 at 8:35 am :
I prefer online giving because I believe in the neighbor to neighbor, peer to peer style of helping people. Online I know I can help many more people than I can locally. In fact I will be starting an online fund raiser for a local friend who is in my motorcycle organization. She hurt her back in a car wreck and has had her spine rebuilt, she’s currently out of work of course and in the application phase of local aid but till anything comes through there is nothing for her and her child to cover bills. Our organization has helped but she needs more so I’ll be doing some online fund raising because you can reach many more willing to help online than you can locally. I know what position she is in with lack of good documentation for all the charities which leaves her with no help anywhere. I’m in that same position and can’t let this woman go without any kind of help while she’s trying so hard to heal and hopefully train for some other employment since she will not be able to return to her field even when she is healed.
Why does it vary by region, I believe it’s because some places tend to give more on a local level than to help beyond their territory. I have lived in NH, GA and SC, and while GA and SC are known for giving more to charity…they are not very helpful to those in their own state. In NH while they don’t give much to charities…they do help their own locally.
Disadvantages to giving online? I haven’t really found any yet. Yes…there are scammers, but I have been in the local aid office with people I know locally who really don’t need the help, yet they can somehow prove they need it and they live off local charity while others who have trouble with all the red tape suffer. It doesn’t matter how many screens you have, a career begger will get through more easily than a legitimate person who just doesn’t have everything requested to fit requirements established by people who have probably never lived in many of the situations that bring people to help centers. It’s those I look for and talk to and get to know. I believe that online giving allows you to communicate directly with the person in need and you can make a good decision through good communication.
1. July 2009 at 7:08 pm :
Great resource… I just wonder if people donating online rather prefer using aggregate website like yours or doing it directly on the non profit website. Who do they trust more?
Is there a trust issue with online donations from which non profits might might suffer just like in the case of ecommerce websites? Just curious
6. July 2009 at 10:17 am :
Great post. But, from my own experience trying to raise donations to build a wheelchair-accessible home, usually it’s married men and women who donate. Young single men and women don’t really seem to want to donate, I’m sure there are some exceptions to this, and I don’t know why, also as a rule married men seem to be nicer as well, maybe because they don’t have an agenda. I hope this changes in the future, I hope it’s changing now.
14. July 2009 at 7:42 pm :
* Do you prefer online giving or traditional charitable giving? Share with us why?
For me, I think they work hand in hand. If I give online, it’s typically, because I have a few dollars that I can help someone with. It often is I can share a smile and hug with someone, even if I can’t help them physically at the time with a donation of money. There are times when I enjoy the traditional charitable giving, for instance, online donations are mostly monetary. If you are giving in the traditional way, there are more ways in which you can give. You can provide up close and personal help to those that are in need. Your charitable donations can be done in more ways then if you donated online. You can donate your time to a cause or person. You can donate food, clothing etc. You are less limited by traditional giving verses online giving in my opinion. I do a lot of online giving and enjoy it.
I think both forms of giving are wonderful and help so many people that without help probably wouldn’t survive.
* Why do you suppose online giving varies per region?
I think the economy effects giving. Not to say that money should make a difference, but unfortunately at times, it does. Take a poor region with citizens who can’t find work, and need help themselves. Lack of jobs etc can make a huge difference, I think that is the main reason why you see giving less or more in particular regions.
* Are there any disadvantages to giving online? I think the only disadvantage may be, sometimes you do not know if someone is being honest. Unfortunately, with online giving you have to take that chance. Personally, it doesn’t matter to me, a gift is a gift. I don’t doubt who I give to and give from my heart, but many people have slowly stopped giving because they have been taken advantage of at times.
Hugs, Lois
19. July 2009 at 8:14 pm :
I prefer to donate using peer to peer sites like MicroGiving. I also use Chip In, Wish Upon a Hero and Fundable. I typically shy away from giving to non-profits in favor of giving to the people directly.
Who do I trust more? To be honest I trust people more than non-profits. I trust seeing uploaded documentation provided by the recipient, I prefer to ask them questions directly, interact with them, watch their online behavior, do my own web searches about the person’s online history and reputation etc then donate directly to them based on my own study. I’m not fond of any person or organization making decisions about who is really in need, I think too many people fall through the cracks that way. I think a donor should make an educated choice based on his or her own view of a persons offered evidence.
31. August 2009 at 4:29 pm :
Do you prefer online giving or traditional charitable giving? Share with us why?
Forgive the Tree
I have to say, I love online giving. There is nothing like it for the holidays. Sometimes you want to express your sincere care for people, and to do it in a way that is meaningful. And to be frank, quickly. That’s where you can use, for example our Quick Gifts, that allow you to give several donations in one fell swoop. It’s great for team members, neighbors, community groups, graduations, and you can give a gift as small as $15 to buy eyeglasses for children, or as large as $500 to build a home in Nambia. It’s also efficient for the nonprofit. They can receive hundreds of donations in their paypal account that would have taken hours to open by mail.
Equally so, I have to say I love offline giving. To me this is personalized, one-on-one giving that is heartfelt. There is nothing like writing a check and a kind note to someone. When they open that letter it is personal. Someone cared to take the time to write how they believe in you, and want to make an investment in you.
I am not so enamoured of direct mail giving; it is less personalized and wastes trees. Somehow, I can “forgive the tree” when it’s a personal, handwritten letter. Sometimes we have to use trees to express our love for and give gifts to others.
There isn’t any disadvantage to each type of giving. Each has their merit, and right timing, positive meaning, and profound influence. All giving is good. It is the ‘love of humankind’ which the root of the word philanthropy intends. We give and receive and the positive cycle of goodness continues.
Pamela Hawley
Founder and CEO
UniversalGiving
http://www.universalgiving.org/jsp/donate/quickGift.do
1. September 2009 at 3:34 am :
Pamela I am glad you like to save trees. Sometimes giving a hug is better than writing a note, visiting someone in person is better than just sending a letter and very often a nice Email, Ecard or Egift will make someone’s day.
I prefer online giving, but I do take part in local benefit events and of course do my best to help my locals so we can all trudge along together.
I prefer giving when my gift is going directly to the person in need, I’m not fond of helping charity programs because I know many who have fallen through the cracks, I’m one of them. I’m not anti-charity org, I just think that so many of the guidelines charities have leave a large segment of the population unable to get any help and unfortunately those people are often seen as untrustworthy if they can’t get local charity help so they don’t get much peer to peer help either.