Recession Fundraising Series Pt 8: Some Good News reports that a survey conducted in late September, after the start of the financial crisis, has found that 70% of Americans intend to donate the same amount online as they did in the 2007 holiday season

The study’s questions focused exclusively on online-giving habits of people who use the Internet. Here are some of the key findings

  • 83% of people who say their financial situation has remained the same in the past year plan to give the same amount or more this holiday season.
  • Amazingly 46% of those who said their financial situation had become substantially worse over the past 12 months still plan to donate online in November and December.
  • 41% of those who plan to donate online said they intended to support groups such as food banks and homeless shelters.
  • Slightly more than one third said they planned to give to religious organizations, and about the same proportion of donors plans to give to organizations that fight diseases.
  • 24% plan to donate to animal-welfare organizations, and 22 % said they would give to support disaster and international relief groups.
  • Households earning less than $35,000 per year were more likely than wealthier households to send online donations to social-service organizations: Nearly half of online givers at the lower income level said they would support those causes, while 38 percent of online donors in households making more than $100,000 annually said the same.
  • The wealthier households that said they would give online were more likely to support health charities: 39% of those in the $100,000 and above range said they would donate to such groups, while just over a quarter of the $35,000 group said they would.
  • Sixty-four percent of people with a household income of more than $100,000 plan to donate online. 9% of that group said they would increase their giving this holiday season.
  • 46% of those who are 18 to 24 years old and half of those 25 to 34 plan to donate online, with 13% of the younger group planning to donate more this holiday season than last.
  • More than half of people 55 to 64 plan to donate online this holiday, which researchers say proves that online commerce is not just for young people.
  • 27% of online donors said that a charity’s Web site is the most helpful factor in deciding which organization to support.
  • 15% said that an e-mail message from a family member or friend would make them more likely to donate online to a particular charity, and only 10% said that they would turn to a charity watchdog group to decide which organization to support.

original report by Cassie J. Moore can be read here and the original report is available here  


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