3 donor trends that will kick your butt unless you get ahead of them
TRANSCRIPT
3 Donor Trends That Will Kick Your Butt Unless You Get Ahead of Them
Jeff BrooksConference Sponsored by
Track Sponsored by
Donors are crossing channel lines
Trend #1
I respond in the way that
works for me!
5%5% to to 20%20% of direct mail of direct mail
response happens response happens onlineonline
• Get mail, give onlineGet mail, give online• Get mail, research online, Get mail, research online,
give by mailgive by mail• Get mail, give by online Get mail, give by online
bill-paybill-pay• Get email, give by mailGet email, give by mail
But it’s good news
Make it easy to cross channels• Tell them where they can give online (giving
page URL).• Prominent on homepage• Tell them where to send (snail-mail) gifts.• Make sure you are search engine optimized
Align your channels
care.org
Matchback
Donors are consolidating their
giving
Trend #2
I give larger gifts to fewer organizations.
Source: Target Analytics donorCentrics™ Index of Direct Marketing Fundraising
More revenue from fewer donors
Make their short list!
Let them in on the action
(Fundraising offers)
smiletrain.org
tree-nation.org
projecthope.org
Thank them
Personally
Quickly
Specifically
Emotionally
Report backIt worked!
Keep asking
The majority of donors are Boomers
Trend #3
We got old.
Now we do old people things. Like donate.
2015:31% Silents69% Boomers
2019:21% Silents79% Boomers
2033:48% Boomers52% GenX
2040:26% Boomers50% GenX24% GenY
US population, age 55-85, by generation
Significance over duty
How Boomers are different
Choice and control
Show them the difference they make
donorschoose.org
Flawless service
Put them in control
kiva.org
Make them the hero
Standard fundraising
Enlightened fundraising
