Online donations increase fundraising

More than one in three donors to an online fundraising website say they would not have given at all without an online option, a new survey says.

Justgiving, a Lexington, Mass., company that hosts web pages for individuals raising money on behalf of nonprofits, conducted the survey of more than 1,200 people who visited its site to donate.

All survey respondents said they visited the site at the request of a friend, and more than four in 10 say they previously had not heard of the charity they were supporting, the study says, demonstrating the potential of peer-to-peer fundraising.

More than half of Americans are now online, Justgiving says, a figure that rises to eight in 10 for young people, so online giving represents a powerful source of contributions for nonprofits.

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