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?