# Getting to Know Your Online Donors Can Pay Off

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3 Table 2: Median Lifetime Giving Dollars for Regular Givers by Class Year 1st (oldest 25% of alums) 2nd 3rd 4th (youngest 25% of alums) A \$ 1,095 \$ 708 \$ 350 \$ 100 B \$ 205 \$ 137 \$ 75 \$ 50 C \$ 760 \$ 300 \$ 189 \$ 55 D \$ 670 \$ 300 \$ 145 \$ 40 E \$ 1,300 \$ 710 \$ 320 \$ 100 If you compare the medians for the oldest 25 percent of alums against the medians for the youngest 25 percent, it s easy to see that the oldest group has given at least four times as much as the youngest group (School B) and (more typically) at least 10 times as much. Now look at Table 3. It shows the same lifetime medians for online givers. Notice that the relative differences between the oldest and youngest quartiles are about the same as for the regular givers. That is, the oldest alums have given about 10 times (or more) than the youngest alums. So the pronounced overall difference between the lifetime giving rates of online givers and regular givers appears to hold up across the age groups. Table 3: Median Lifetime Giving Dollars for Online Givers by Class Year 1st (oldest 25% of alums) 2nd 3rd 4th (youngest 25% of alums) A \$ 2,801 \$ 2,080 \$ 1,282 \$ 280 B \$ 1,073 \$ 620 \$ 340 \$ 110 C \$ 1,170 \$ 355 \$ 340 \$ 125 D \$ 1,643 \$ 985 \$ 397 \$ 83 E \$ 2,728 \$ 1,680 \$ 1,237 \$ 325 How Marital Status Is Highly Related To Lifetime Giving For Online Givers Of the 70 or so university donor databases I ve looked at over the last five years, there has almost always been a strong relationship between the codes in the marital status field and lifetime giving. Specifically, alums listed as single or missing within this field give less and less frequently than records with any other kind of code. With the data for this study, I was not able to clearly classify records across the five schools into single and missing. However, I was able to divide alums into those listed as married versus those listed with any other code (including missing data). Tables 4-8 show the median lifetime giving for marrieds versus all other marital codes for both regular and online givers for each of the five schools. As you look through these tables, you ll see that, for regular givers, the marrieds give considerably more than the other marital codes (without exception) across the five schools. I expected this result. 3

4 However, I didn t know what to expect with online givers. As you can see, it turns out that married online givers also give considerably more than online givers with other marital codes Table 4: Median Lifetime Giving Dollars for Regular Givers and Online Givers by Marital Status for School A ALL OTHER CODES \$ 225 \$ 580 MARRIED \$ 685 \$ 1,420 Table 5: Median Lifetime Giving Dollars for Regular Givers and Online Givers by Marital Status for School B ALL OTHER CODES \$ 64 \$ 219 MARRIED \$ 170 \$ 514 Table 6: Median Lifetime Giving Dollars for Regular Givers and Online Givers by Marital Status for School C ALL OTHER CODES \$ 100 \$ 200 MARRIED \$ 300 \$ 348 Table 7: Median Lifetime Giving Dollars for Regular Givers and Online Givers by Marital Status for School D ALL OTHER CODES \$ 100 \$ 175 MARRIED \$ 203 \$ 880 Table 8: Median Lifetime Giving Dollars for Regular Givers and Online Givers by Marital Status for School E ALL OTHER CODES \$ 130 \$ 325 MARRIED \$ 775 \$ 1,425 A Simple Score That Can Be Used To Identify Major Giving Prospects Among Online Givers I spend most of my professional time teaching university and nonprofit development staff how to do data mining on their own databases. Many staff members are prospect researchers who, of course, have a keen interest in major giving. So, at the end of this 4

7 back answers we never dreamed of. And those answers will allow us to do great good for great causes. ~~~~~~~~~ Peter is an industrial psychologist/data analyst who teaches advancement professionals how to mine their own databases to find predictors of giving. He can be reached at 7

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