New Study Reveals How Next Generation of Donors Engage and Give to Charity

Generational Differences to Impact Charitable Giving as Boomers, Gen X and Gen Y Engage Through and Value More Channels than Mature Counterparts

Convio announced today from the 2010 SXSW® Interactive Festival the results of a national research study into the charitable giving behaviors and attitudes of Gen Y, Gen X, Boomer and Mature donors. The study, commissioned by Convio through Edge Research, with the support of SeaChange Strategies reveals how donors of different generations learn about nonprofit organizations, their preferred channels for engagement, the most appropriate channels for fundraising and who and what influences their giving decisions. The study also provides insight into the on-going value of direct mail versus online and emerging fundraising channels such as social media and mobile.

A study whitepaper is available at www.convio.com/nextgen

For more information
Study authors and research leads will be presenting the findings at the Annual Association of Fundraising Professionals International Conference in Baltimore, on Tuesday, April 13, from 1:30 pm to 2:45 pm in Ballroom 4. More information will also be available at the Convio booth at the AFP conference (#1123) as well as at the Convio booth at the annual NTEN Nonprofit Technology Conference in Atlanta, GA from April 7-10, 2010. Individuals who download the whitepaper will also be invited to webinars to learn more about the study and how to implement strategies based on the findings.

About the Study
Commissioned by Convio, Edge Research conducted the study in two phases and surveyed more than 1,536 donors to nonprofit organizations in the past 12 months. In December of 2009 three focus groups were held to write/refine the survey instrument, and provide qualitative understanding of the survey findings.

About Convio
Convio is the leading provider of on-demand constituent engagement solutions that enable nonprofit organizations , or NPO’s, to more effectively raise funds, advocate for change and cultivate relationships with donors, activists, volunteers, alumni and other constituents. For more information, please visit www.convio.com

About Edge Research
Edge Research is a full-service marketing research firm that helps nonprofits and corporations meet their strategic objectives. We forge strong partnerships with a select number of clients, learn their business, and continue to provide smart, insightful research and analysis over time. For more information, please visit www.edgeresearch.com

About Sea Change Strategies
Sea Change Strategies works with nonprofits to help them achieve remarkable results in marketing, fundraising and communications. We focus on sound strategy, new ideas and disciplined execution as building blocks to help our clients thrive in the new world of integrated marketing. For more information, please visit www.seachangestrategies.com

Press Contact:
Karoline McLaughlin
Director, Corporate Communications
Convio, Inc.

New Study Reveals How Next Generation of Donors Engage and Give to Charity | Convio