Online Fundraisers: Time to Aim Higher

→ Cluster analysis shows that wired wealthy fall into three distinct psychographic groups:

• Relationship Seekers (29 percent of donors surveyed) demonstrate a keen interest in connecting online — they are amenable to a high frequency of communications and are interested in a range of online activities (notably video);
• All Business (30 percent) are the opposite: they want minimal online contact with groups they support; and
• Casual Connectors (41 percent) represent the swing voters — they want at least some engagement with groups they support.

The relative proportion of these three clusters differs from vertical to vertical. For instance, groups in the environment and animals vertical have a higher proportion of Relationship Seekers, while health charities have relatively more All Business donors.