January 7, 2011 | Read Time: 1 minute
While people tend to shop on the weekends, they are more likely to give during the week and are most likely to give early in the day, according to Network for Good’s study of online giving over seven years. (See previous posts about the study’s look at year-end giving trends and donations to charity portals.)
Online giving happens largely between 9 a.m. and 5 p.m. on weekdays, when people are at work, as the table below shows. People see giving as so much a part of the workday that they don’t even do much of it during lunchtime, the study found.
People who give while they are at work are the kinds of donors many charities want to attract—they give far larger sums than people who do their giving on the weekend. But don’t try to figure out which day of week to send an appeal— it turns out that it doesn’t make much difference, the study found.
Do these findings mesh with your organization’s experience? Does your group send its appeals at certain times of the day or certain days of the week? Post a comment below to share what works best for your organization.
