CARE Integrated Marketing Study Reveals Composite Donor Profile
Dual Channel Donors Give the Most, are Married and Earn More Than $100,000 Annually
AUSTIN, Texas--(BUSINESS WIRE)-- Dual channel donors (those who give both offline and online) are the most valuable to nonprofit organizations, according to a new integrated marketing study conducted by CARE (CECO) and Convio. The study, Insights into Integrated Marketing Constituent Behavior, reveals a composite donor profile that shows dual channel donors give more, are married and earn almost 50 percent more than the U.S. median household income.
Weve known for quite some time that a multi-channel approach to constituent engagement is key for nonprofits to be successful as the digital realms continues to come of age based on an earlier study we conducted around integrated marketing, said Dennis McCarthy, vice president of consulting for Convio. The results from the study we conducted with CARE continue to prove that nonprofits need to adapt the way they engage externally with their supporters, as well as the way they organize their efforts internally. Integration is crucial on both fronts.
Key Findings of the Study Include:
- Dual channel donors give the most: On average, dual channel donors give $123.29 annually, 46 percent of greater value to a nonprofit than direct mail only donors.
- Dual channel donors are married: 72 percent of dual channel donors are married.
- Dual channel donors earn the most: At a household level, 43 percent earn $100,000 or more.
- Men are offline, women are online: 55 percent of offline only donors are men; 56 percent of online only donors are women.
- Boomers are flocking to social sites: Boomers are one of the fastest growing segments on social sites, up 60 percent from 2010.
For the purposes of this study, donors were classified into three cohorts: offline only, online only and dual channel. In an effort to understand the impact of electronic communications, offline donors are further categorized by whether the donor had received and opened communications through e-mail. Static and dynamic analyses were performed to identify differences in donor behavior by communication segment and to quantify the effect of an additional donation channel.
Convio is a leading provider of on-demand constituent engagement solutions that enable nonprofit organizations to maximize the value of every relationship. With Convio solutions, nonprofits can more effectively raise funds, advocate for change and cultivate relationships with donors, activists, volunteers, event participants, alumni and other constituents. Convio offers two open, cloud-based constituent engagement solutions: Convio Common Ground® for small- and mid-sized nonprofits and Convio Luminate" for enterprise nonprofits. Headquartered in Austin, Texas with offices across the United States and United Kingdom, Convio serves more than 1,600 nonprofit organizations globally. Convio is listed on the NASDAQ Global Market under the symbol CNVO.
This press release may contain forward-looking statements intended to convey expectations as to the future based on plans, estimates and projections. Although we believe that the expectations reflected in such forward-looking statements are reasonable, future circumstances might differ from the assumptions on which such statements are based. In addition, these statements can be affected by inaccurate assumptions and the impact of a variety of risks and uncertainties that could cause actual results to differ materially from those described in this press release including, among others: unfavorable economic and business conditions, in particular with respect to the nonprofit market in which we operate; challenges and risks relating to attracting and retaining customers; a loss of significant customers or a substantial reduction in orders from our existing customers; a reduction in usage of our systems by our customers or their clients and a corresponding reduction in usage revenue; an inability of customers to pay for our solutions and services; risks related to challenges associated with developing new and enhanced solutions that meet the needs of our clients; risks related to technological changes or alternative technologies that could make our products and services less competitive; risks associated with successful implementation of multiple integrated software products; risks associated with acquisitions and their integration; and the ability to attract and retain key personnel. Other risks that could impact our business adversely are those risks generally associated with management of growth; lengthy sales and implementation cycles; intellectual property infringement claims and other litigation; reliance on certain third-parties, including hosting facilities, software and application providers; the ability to access sufficient funding to finance desired growth and operations; and legislative actions which could reduce the effectiveness of our solutions and increase the costs of our business. These factors and other risks and uncertainties are described in more detail, from time to time, in Convios filings with the Securities and Exchange Commission which are available free of charge at www.sec.gov or on our website at www.convio.com/investor. Should one or more of these risks materialize, or should underlying assumptions prove incorrect, actual results may vary materially from those expressed or implied in any forward-looking statements. Investors are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. Convio does not undertake to update or revise any of these statements as a result of new information, future events or otherwise.
For more information: www.convio.com
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Karoline McLaughlin, 512-652-7865
Director, Corporate Communications
Source: ConvioCopyright Business Wire 2012