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ARTICLE · 06 OCTOBER 2016

Newsbits: Fall 2016

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Approximately 72% of respondents in software provider Abila's Donor Loyalty Survey say their decision to give is affected by an organization's messaging.

United StatesCorporate/Commercial Law
Caitlin Gibbs
Caitlin Gibbs
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Approximately 72% of respondents in software provider Abila's Donor Loyalty Survey say their decision to give is affected by an organization's messaging. In February 2016, Abila surveyed 1,136 U.S. donors of all ages who had made at least one donation during the previous 12 months. ...

Of the respondents. 65% said they prefer a "short, self-contained e-mail" with no links; 73% prefer a short (two to three paragraphs) letter or online article; while 60% prefer short (under two minutes) YouTube videos.

About 71% of respondents feel more engaged when they receive personalized content. However, personalization gone wrong — for example, with misspelled names or irrelevant information — can alienate donors.

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