A Good Year Ahead for Fundraising?
If you looked at the performance of the S&P 500 last year, you might feel optimistic about fundraising this year. As we know, the performance of the S&P is highly correlated with charitable giving. Good news, there are other reasons for optimism as well! A recent report by Dunham+Company found:- Despite concerns over stagnant wages and increasing inflation, donors expressed willingness to give more this year.
- Donor confidence in the economy has dramatically improved post-election.
- Household giving is up across all generations (Boomers, Gen-X, Millennials, and Gen Z). And Millennials (born between 1981 and 1996) continue to give more per household than Gen-X (born between 1965 and 1980).
- Online giving continues to grow with 70% of donors stating they have given an online gift.
- Smartphone giving has increased with 41% of donors using their phone to make a gift.
- But don’t give up on direct mail! 86% of donors say they respond to direct mail, but 44% give online in response to it.
Take-aways:
- Consider what is going on in our sphere and strategize how to motivate donors with a clear vision and solid program plans.
- Be mobile-friendly and make it easy for donors to give with just a tap on their phone.
- Be multi-channel and multi-generational in your approach.
