# Online sponsorship fundraising attracts affluent donors, says survey

- Link: https://fundraising.co.uk/2006/11/27/online-sponsorship-fundraising-attracts-affluent-donors-says-survey/
- Published: 2006-11-27T00:00:00+00:00
- Author: Howard Lake

Events fundraisers are being urged to make more of their online events sponsorship
pages, following a study into donors who sponsor people online.
New independent 
research commissioned by Bmycharity shows that online fundraising overwhelmingly
attracts affluent professionals with above average interest in active sport, exercise
and long-haul travel. This makes online events pages an excellent channel for recruiting
new supporters and participants to events.

The research agency Axciom profiled Bmycharity’s database of nearly 300,000 online
donors against a representative group of 10 million people in the UK. The results
looked at the demographics and lifestyles of donors against this representative 
group.

Donors were found to be much more affluent than the average person ­ more than twice
as likely to be in the top demographic group AB and 3 times as likely to have a 
very high affluence ranking. The research reveals over 90% enjoy holidays and take
long-haul trips more than twice as much as average.

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