Who Does Purchase Research Online?
In our Heart of the Donor post earlier this month, we reported on a Russ Reid donor study indicating that online research was the #1 precursor to an individual making a contribution to a new organization.
Here’s some new research from the Pew Internet Project that lets us see the Reid data in a larger consumer context.
According to Pew, nearly six-in-ten adults (58%) have done research online about the products and services they buy. This is even more true of those under age 65, higher income and higher educated, and broadband users. 52% have bought something online. And about a quarter (24%) have posted comments or reviews online about the things they buy.
I find the 24% posting comments/reviews the most remarkable finding.
I’ve seen no evidence that donors are as likely to “review” organizations to whom they have contributed, but I sure wish they did! That would certainly provide invaluable, actionable feedback, and help raise the bar across the nonprofit sector. You know … “I gave to [Charity x] six months ago, and all I’ve received from them since is three more fundraising appeals.”
I have this dim recollection of someone emailing The Agitator about an online hub that aggregated “customer satisfaction” comments made about nonprofits, but I can’t locate it. So maybe it’s just wishful thinking. Anyone heard of such an animal?
Tom
2 responses to “Who Does Purchase Research Online?”
Behavioral Science Q & A
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http://greatnonprofits.org/reviews provides a service like this, though it looks like there aren’t many people reviewing.
If we could get feed back from everyone, things would be better for both us as nonprofits and our donors. Unfortunately, we usually only hear from the donors who are… hostile.
I don’t think it’s very likely that a service like this would get good data unless we solicited for feedback from all donors. (Which we should!)
Apparently Hope Consulting’s research begs to differ http://www.ammado.com/nonprofit/101352/articles/16113.
Maybe the problem is that researching online results in too much conflicting information? š