Earlier today we released a new study with SeaChange and Edge Research showing quantitative results that prove major donors are in fact "wired" and online. For nonprofits who have resisted using online communication strategies over the years,  this research illuminates a major proof point that online efforts can and do elicit responses and donations from the “wired wealthy” – those who donate at least $1000 to a single organization over an 8 month period.
Internally, we’ve discussed the implications and impact these types of findings could have on various nonprofits, but it’s been noteworthy to point out bloggers' reactions to these findings.

Kami Huyse at Communication Overturns noted that “many non-profits are missing the boat with this Web-savvy constituency” in an entry discussing the report's findings this morning. Huyse also noted the work of Beth Kanter, a social media consultant for nonprofts and prolific nptech blogger, as a prime example of how to connect with donors. She cited Beth’s recent success with raising money using social media during the America’s Giving Challenge.

Joanne Fritz of Nonprofit Online Orgs points to a major take-away of the research that “even though these 'Wired Wealthy' give online and use charity websites, they are not terribly impressed by those sites.” She also provides a list of links to other information on wealthy donors.

The Chronicle of Philanthropy’s Elizabeth Schwinn also wrote an article on the wired wealthy data along with Read Write Web’s Josh Catone who also posted a entry about the research.

All this new data brings up another issue I’ve heard discussed recently: the economy and how it might and/or will affect chartable giving in 2008. Changing Our World's President Christopher Watson recently wrote a memo addressing this issue. In this four-page document, Watson points to some interesting information and data about how philanthropy and organizations have changed along with five facts nonprofits should know about the economy.  His overall point of the memo is that “nonprofits must be guided by an understanding of the past history of philanthropy within the economy and the stability of future flows of giving, not by the short-term fluctuations of particular markets or isolated business cycles.”

This insight, paired with the Wired Wealthy data, should help reassure nonprofits using online communications - whether they be email marketing, online fundraising, social media or other tactics – that 2008 will indeed be a good year to spread nonprofit seeds online to drive results.