Reaching 'wired wealthy' online can net bigger returns -- Minority Groups, National Museum of Mexican Art, University of Chicago -- chicagotribune.com
An "Internet communications gap" exists between many charities and their bigger donors, even as more higher-bracket people go online to contribute, a new report says. The study finds that "most charities are not making the best possible use of their Web and e-mail efforts to connect with a critically important audience" of affluent and Web-fluent donors. It suggests communications be tailored to fit a group it dubs the "wired wealthy." Members of the group contribute an average $10,896 a year, online or by traditional means. They are affluent, with about half from households with annual incomes of more than $100,000 and a quarter from households with incomes topping $200,000. They tend to be Baby Boomers and Internet-fluent, spending an average 18 hours online per week.