20 Jul 2012 1 Comment

5 donor findings that can strengthen your nonprofit


A new study conducted by Cygnus Applied Research, a fundraising research company, surveyed 15,000 donors to find out the new giving trends and dispel common giving myths.

1. Why donation amounts have decreased 

While many nonprofits believe that the poor economy is the main reason donors are hesitant to give findings show that only 4% of families reported the economy as their main reason. The majority of people note that a change in their family financial situation like a divorce or a child going off to college, is the main cause. With this information your nonprofit can consider their family situation rather than trying to use the economy as an appeal. For instance, keeping in mind that many families have personal costs, equate a smaller donation to the cost of a dinner out with the family, or give them different options to support your cause. Ask them to participate in your next fun walk/run and fundraise instead of making a donation.

2.  How to solicit without becoming overbearing

Many nonprofits fall into the trap of over solicitation, findings show that this method of fundraising is not only ineffective but actually turns donors off from giving at all. The survey found that when donors asked for a reduction in solicitation only about 1 in 4 nonprofits honored their request. This resulted in 45% of donors decreasing or withdrawing support from the charity based on their ignored request. In order to keep your donors engaged and willing to give make sure to limit personal contact, like household calls, and focus on informing donors of upcoming events or news rather than hard asks.

3. Donor age groups 

Findings show that 44% of donors said that they could have afforded to give more in the past year. From this, 46% of donors under the age of 35 plan to give more in the next year, followed by 30% of middle-aged donors, and 15% of senior donors. This suggests that donors in their mid-twenties and early thirties are the most promising age group for your nonprofit. In order to use this information to your advantage produce content and reach out to donors targeting this age bracket.

4. Donations go to the best and newest

While young donors tend to be the most promising, middle-aged donors are the most consistent and reliable. Middle-aged men and women, however, are the most skeptical donors that “want to know where their money is going, and that the organization they give to is the best one working on that mission”. Make sure to communicate your cause and where funds are going clearly, in addition to how this work truly contributes to the mission. Incorporating social media platforms like Facebook , Twitter and Instagram to share social proof of your organization’s efforts is a free and fun way to engage new donors as well.

5. Donors want accessible information

Through the advancements of technology donors are no longer relying on pamphlets or mailings for information about your nonprofit. About 60% of donors stated that they use the Internet to learn about the nonprofit and decide whether or not to give based on the information they find. Make sure you keep your nonprofit website up to date and clearly state your advocacy, event details and mission statement.

Download our video storytelling webinar to learn how to engage donors and share your story.

Photo Courtesy of jmacphoto.com

by Firstgiving in Fundraising Tips Tags: