The Multichannel Giving Paradox: Online Donors vs. Offline Donors
NetWits
JUNE 14, 2012
Online acquired donors are significantly younger, more affluent, and more generous than their offline counterparts. The paradox is that online givers, in aggregate, have much higher cumulative value over the long term than traditional mail-acquired donors. However, they also take more work to retain. Donor Movement Across Channels.
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