Fundraising Through the Ages: Analysis and Strategy
Presented by Amy Posavac-Osborne
Agenda
• Defining your Donor Pool• Giving Channel Trends• Communication Best Practices• State of the Nonprofit Industry• Fundraising Resources
Most Americans Give!
Generation Y
Generation x
Boomers
Matures
Which Age Group Dominates Giving?
More than 40 percent of all money donated (as reported by study participants) comes from Americans aged 49 to 67, while more than one-fourth comes from Matures, one-fifth from Gen X, and one-tenth from Gen Y.
Generation Giving Trends
Future Giving
Impact of Generation Y
04/11/2023
Donation Frequency
Is money the most important thing?
Educating donors about strategy is key
How is my money making a difference?
Transaction and Engagement Channels
Engagement Channels and Transaction Channels both matter
Channel Marketing
Transactions
Current Giving Trends
To direct mail or not to direct mail?
Monthly Giving
Online Giving on the rise
Why did you give?
Payment Options
Mobile as transaction processing: mixed bag
Acceptable ways to ask for gifts
Workplace giving
Retail giving
Peer to peer fundraising
Peer to peer fundraising
Crowdfunding
Donor Engagement
Preferred engagement paths
Online engagement
Online engagement
Impact of social media
Evangelism
Important Take Away Tips
• Keep an eye on the bouncing red ball• Multichannel marketing and fundraising is for everyone,
but the optimal mix varies by cohort.• Prepare for the future today!• It’s not just about tweaking tactics• Know your donors’ birthdays• Don’t phase out direct mail now, but do have a
“succession plan” for the mail channel• Make donors happy!
Key things to remember about your donors
Generation Y represents 11% of total giving; 57% want to see the impact of their donation. 62% would give through mobile phone; 59% gave through their workplace; 53% gave through retail purchase; 47% gave through an orgs website; 43% fundraise on behalf of your organization.
Generation X represents 20% of total giving; 49% want to see the impact of their donation; 53% gave through their workplace, 49% gave by retail purchase, 47% would give by mobile phone, 46% fundraise on behalf of an organization; 40 gave through websites.
Baby Boomers represent 43% or total giving; 46% gave through the workplace,42% through website and 40% in response to direct mail.
Matures represent 26% of total giving; 52% gave in response to direct mail, 34% gave in honor or tribute.
Resources: State of Nonprofit Industry
https://www.blackbaud.com/SONI
Additional resources
www.blackbaud.com/nonprofit-resources
Whitepapers
Tip sheets
Industry Research
04/11/2023
Webinars
Actionable Takeaways from The Next Generation of American Giving
December 11, 2013 11:00 AM ESTFollowing the Money Trail: How to Reach the Lucrative Baby Boomer
January 15, 2014 11:00 AM ESTThe Rules of Social Engagement: How to Optimize your Social Strategy for Different
Generations
February 4, 2014 11:00 AM ESTWhat Donors Want: How Crowdfunding Appeals to the Next Generation of Givers
Q&A
Questions?