Online donors are more one-hit wonders than fundraising stars, according to Blackbaud's "2011 donorCentrics Internet and Multichannel Giving Benchmarking Report." The study found poor renewals by first-time online donors -- at least via online. But, if the online donors are converted into offline donors, meaning primarily direct-mail givers, then online-acquired donors as a whole have much higher cumulative value over the long term than traditional, mail-acquired donors. Blackbaud's study found that just under a half of online-acquired donors convert entirely to offline giving over time -- mainly in their first renewal year. The reverse movement from offline to online donations is rare; only a tiny percentage of mail-acquired donors give online in later years. So, tune up your direct mail and turn those online donors into direct-mail givers as quickly as possible! For more commentary, see the Blackbaud blog at http://www.netwitsthinktank.com/online-fundraising/truth-about-online-donors.htm
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