The State of Multi-Channel Donor Communications

How 119 organizations are using online and offline channels to engage new donors

About NextAfter

NextAfter is an online fundraising research lab and consultancy that works alongside nonprofits to develop research as to why their donors give and put those learnings into practice to help them reach more people, acquire more donors, and generate more dollars to fund their world-changing work.

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Multi-channel donors — those who give both online and offline — are worth 3 times more than online-only or offline only donors and their first-year donor retention rate is 2 times higher. So there is some good evidence that nonprofits should be intentionally trying to secure multi-channel donors.

But are nonprofits actually using multi-channel communication? And if so, how?

To better understand this question, we made $20 donations both online and offline to 119 organizations at the same time. Two separate donor personas were created with a unique mailing address, email, and phone number which were shared with the organizations when we made the gifts in each channel.

We then tracked and classified all communications as a solicitation (primary purpose was to ask for money) or cultivation (primary purpose was anything other than an ask for money), to each persona in all 4 channels for 4 months.

Here is the data we captured that you can explore for yourself (best viewed on desktop).

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See how your organization's multi-channel donor communications compare to 119 others, and discover new strategies to help engage supporters and grow revenue by requesting the free report using the form below.

About Virtuous

At Virtuous, we are committed to helping charities reimagine generosity. We believe that charitable giving is about personal connections, not sales transactions. Generosity is driven by our passions and relationships – and givers want to feel like they are part of a movement bigger than themselves.

Give us a minute to pull the data. There's quite a lot of it.