A landmark study of $381 million in online giving across charitable websites, giving portals and social networks reveals important insights about digital philanthropy: People seem to give more when the online experience is intimate and emotionally coherent, and they also give online for reasons of convenience, especially at the end of the year and during large-scale disasters.
The Online Giving Study, from Network for Good and TrueSense Marketing and sponsored by AOL, found generous procrastinators donate in droves on December 30 and 31. More than 20% of all giving for the entire year occurs in the last 48 hours of the calendar year. Read more at http://www.networkforgood.com
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