CARE Integrated Marketing Study Reveals Composite Donor Profile
April 17 2012 - 8:52AM
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 and Convio
(NASDAQ:CNVO). 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.
“We’ve 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.
Additional Media
- Insights into Integrated Marketing
Constituent Behavior study
Methodology
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.
About Convio
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.
Forward-looking Statements
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 Convio’s 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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