Convio Study Shows Impact of Online Engagement on Nonprofit Giving
Wednesday, 14 March 2007
Convio, Inc., in partnership with StrategicOne, LLC, have conducted the nonprofit sector's first comprehensive study quantifying the impact of online engagement (eCRM) and multi-channel marketing on overall giving.
The data, which was presented at the Direct Marketing Association Nonprofit Federation (DMANF) conference in Washington, DC, shows that online engagement improves how much offline (direct mail) donors give each year and the rate at which they renew (retention rates) even if they continue to give solely in the mail. If they opt to give online as well, i.e. become multi-channel, their rate of giving and retention rate increases further.
Details of the research have been published in a whitepaper, “Integrating Online Marketing (eCRM) with Direct Mail Fundraising: Adding a New Communication and Donation Channel Increases Donations,” available at http://www.convio.com/impaper.
The study, conducted in the summer of 2006, examined donor behavior for the SPCA of Texas, a regional animal welfare organization and Convio client. Data show that increased value of adding an online donation and solicitation channel for donors acquired offline yielded a 39 percent increase per donor over 12 months. Additionally, donors receiving eCRM outperform those who only receive offline communications – giving twice as much or more in their lifetimes.