Where do mail recipients go for info on charity?

Mark Hrywna reported yesterday that The NonProfit Times engaged the Opinion Research Corporation (ORC) in Princeton, N.J., to repeat a study it performed three years ago for The NPT. ORC asked 1,000 people: "When you receive a mail solicitation from a charity, which of the following places on the Internet do you look at before deciding whether to give money?"

Here are the results:

Yup. I guess you can call that a dramatic shift. It seems just as soon as everyone was just beginning to understand that their website is their authoritative online voice...

Those rules have changed.

More than four out of ten people look up their information on an independant rating agency, an online discussion group, or a blog. That's quite a change from just 36 months ago.