Philanthropic Survey

It points out, and reaffirms, some interesting trends among donors, according to this news release.

An excerpt.

“NEW YORK, Aug. 24 /PRNewswire/ -- A new research study was released Tuesday that may change the way many nonprofits approach their fundraising budgets. The report, Heart of the Donor, Insights into Donor Motivation and Behavior for the 21st Century, uncovers valuable insights on donor behavior and preferences as well as insight into age, demographic and other factors.

“The report will be unveiled at the Direct Marketing Association Nonprofit Federation conference at the Sheraton New York City. The research was commissioned and created by Russ Reid and conducted by Grey Matter Research & Consulting. The survey took place in June of this year.

“As many would expect, the study finds that today's most valuable donors – boomers and older donors – primarily give through the mail. But those in the 25-54 age range tended to give both online and through the mail. "One thing we find interesting is this nexus in the 25-54 year old group," said Lisa McIntyre, Russ Reid Senior Vice President, Strategy Development. "The donors who will be most important to us in the coming decade seem equally facile with both mail and online."

“But according to the study, older donors are more generous.

"The point is this: if the goal of a nonprofit is to effectively target today's best donors, then they should focus significant and smart attention on the donors giving the most money – seniors and boomers," said McIntyre. "For example, the number of donors in the 18-24 group and 70-plus are comparable, but the 70-plus donor gives three times as much."

"Does that mean nonprofits should turn a blind eye to the younger segments?" McIntyre continued. "Of course not. Their value will likely increase as they age. But fundraising expenditures must be weighted according to a strategy that maximizes those who are giving now."

“The report suggests that fundraisers should focus their money on the channels that perform the best. While social media is an exciting means of reaching the younger community, the report indicated those who are active there don't use it for donations.”