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Gmail And Mac Users Most Generous Online

By The NonProfit Times - December 6, 2012

Users of Gmail, Safari and Mac OS averaged more per donation than users of their technology counterparts. Based on the analysis of more than 320,000 donations across 165,000 users, the largest average gifts are sent by donors using their corporate email.

The findings are based on sampling a year’s worth of individual donations to more than 1,000 charitable organizations of all types by the firm Qgiv, a provider of online and mobile giving software based in Lakeland, Fla. The analysis was of users of its platform.

The findings showed donors using a unique domain name, one for personal domains or corporate email addresses, gave 13 percent more per donation than the next highest per donation amount, generated by Gmail users.

Average donation amount by email type from November 2011 – November 2012:

  • Unique/Corporate/Other email – $165 per donation
  • Gmail – $143 per donation; (13 percent less than unique/corporate email donors);
  • AOL – $138 per donation; (16 percent less than unique/corporate email donors);
  • Hotmail – $128 per donation (22 percent less than unique/corporate email donors); and,
  • Yahoo – $120 per donation (27 percent less than unique/corporate email donors).

Gmail had the largest drop in average gift year-over-year, according to the Qgiv data. The data represents the average donation for the January through November time periods, measured year over year:

  • Unique/Corporate/Other email: 2011 – $155; 2012 – $156
  • Gmail: 2011 – $153; 2012 – $132
  • AOL: 2011 – $135; 2012 – $134
  • Hotmail: 2011 – $128; 2012 – $133
  • Yahoo: 2011 – $111; 2012 – $116

Safari users won the charity browser war, donating 9 percent more per gift than the next highest per donation amount, generated by Chrome users. Average donation amount by browser type from November 2011 to November 2012:

  • Safari – $168 per donation;
  • Chrome – $153 per donation (9 percent less per donation than Safari users);
  • FireFox – $140 per donation (17 percent less per donation than Safari users); and,
  • Internet Explorer – $138 per donation (18 percent less per donation than Safari users).

Mac-based giving outpaced other operating systems. Donors using a Mac OS gave 25 percent more per donation than Windows OS users. The average donation via Mac was $182 and $137 for Windows (25 percent less than Mac users).

Gmail had the largest drop in average gift year-over-year. Gmail Biggest Drop in Average Donation Year over Year from 2011 – 2012: Despite giving more per donation than donors using other branded email services, Gmail users have experienced the biggest drop in per donation totals from 2011 to 2012. The following data represents the average donation for the January through November time periods, measured year over year:

  • Unique/Corporate/Other email: 2011 – $155; 2012 – $156
  • Gmail: 2011 – $153; 2012 – $132
  • AOL: 2011 – $135; 2012 – $134
  • Hotmail: 2011 – $128; 2012 – $133
  • Yahoo: 2011 – $111; 2012 – $116

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