In our Heart of the Donor post earlier this month, we reported on a Russ Reid donor study indicating that online research was the #1 precursor to an individual making a contribution to a new organization.

Here’s some new research from the Pew Internet Project that lets us see the Reid data in a larger consumer context.

According to Pew, nearly six-in-ten adults (58%) have done research online about the products and services they buy. This is even more true of those under age 65, higher income and higher educated, and broadband users. 52% have bought something online. And about a quarter (24%) have posted comments or reviews online about the things they buy.

I find the 24% posting comments/reviews the most remarkable finding.

I’ve seen no evidence that donors are as likely to “review” organizations to whom they have contributed, but I sure wish they did! That would certainly provide invaluable, actionable feedback, and help raise the bar across the nonprofit sector. You know … “I gave to [Charity x] six months ago, and all I’ve received from them since is three more fundraising appeals.”

I have this dim recollection of someone emailing The Agitator about an online hub that aggregated “customer satisfaction” comments made about nonprofits, but I can’t locate it. So maybe it’s just wishful thinking. Anyone heard of such an animal?

Tom

This article was posted in: accountability, charities, demographic trends, direct marketing, Don't Miss these Posts, fundraising, Hot Research, marketing metrics, nonprofits, online fundraising, online publishing.
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