Wired Money

“Have we crossed some historical divide, where online fundraising has suddenly become more important than traditional direct mail?” asks a recent white paper by development firm Craver, Matthews, Smith & Company. Using an online survey of 2,333 American adults, the researchers explore who gives online and to what causes. “Online giving in pure dollar terms is still the tail on the dog,” the study concludes. “But boy is the tail wagging!” Those who do give via the Internet, the report found, are likely to give more on average and are more loyal donors.