eMarketer: Personalization Helps Online Fundraising

A recent study by Luth Research and Kintera Inc. found, unsurprisingly, that people are more likely to donate to a cause if a friend asks them to do so. The study determined 58.4 percent made a donation because a friend or family member asked then versus 12.7 percent who donated because of a broadcast media ad and 9.8 percent who donated because of a postal solicitation.

Of course, the friend of a friend process only works once the originating message gets passed on in the first place, which will often involve a media campaign. It's sort of like lighting a fire without a match. Hard to get things rolling but once you do, life is good.