Online donors prefer e-mail communication from charities
Howard Lake | 27 June 2002 | News
Justgiving.com reports that most online donors at charity’s Web sites agree to pass on their details to the charity, and they want to hear back via e-mail.
Online donors are more likely to share their personal details if they give at a charity’s Web site than if they give at a generic multi-charity portal, according to online donation service Justgiving.com.
The company reports that the majority of people who donate through its ‘White Label’ service on individual charity sites request further information from the charity. It says that 58% of people agree to pass on their personal details to the charity for further communications. In contrast, 73% of users who donate in the multi-charity environment of the Justgiving site choose to remain anonymous to the organisations they support. Justgiving.com say that “this demonstrates the value of providing a dedicated donation area on your own site.”
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Not surprisingly, Justgiving add that they have found that online donors are most likely to prefer e-mail to other forms of communication, and many dislike having their names added routinely to DM lists after an initial online gift.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.