June 23, 2013 | Read Time: 1 minute
Nearly $9 out of every $10 raised online is given during the workweek.
But experts say that doesn’t mean every group should avoid weekend appeals.
Who gives on the weekends: “If you’re dealing with a group that does a lot of volunteering and is really engaged with your cause on the weekends, like an animal shelter, it might make sense to appeal to them over the weekend,” says Katya Andresen, former chief operating officer at Network for Good.
How can groups find out? Send appeals on different days of the week and monitor the results. “Base your fundraising strategy on the behavior of your donors, on what they are actually doing in response to real tests,” she says.
What to keep in mind: “Direct mail still drives online revenue,” says Sarah DiJulio, a principal at M+R Strategic Services, who advises fundraisers to think about the timing of their direct-mail appeals at the same time they figure out when to send online appeals.
Days of the Week When Donors Give Most and Least
Learn more: See more detailed data about giving by day of the week
