The folks at nonprofit research and consulting firm Root Cause have released a new report that sheds more light on the motivation behind a donor’s decision-making process. Reinforcing what we learned from the Money for Good study, Informed Giving: What Donors Want and How Nonprofits can Provide It also offers insights on donor preferences on information by type and presentation while offering tips for nonprofits, as well as donors.
A few highlights:
Giving is personal.
“... charitable giving among donors who regularly or sometimes give to new causes/charities is heavily motivated by affiliation and existing donor knowledge of an organization and is somewhat unresponsive to solicitation. As little as 16 percent of donors would respond to solicitation, while an even smaller percentage—5.8 percent—would be motivated to give to an unaffiliated organization of which the donor had no knowledge.”
What you can do: Don’t try to blast your message to the “general public” and expect successful results. Tailor your outreach for different segments—different audiences will need different messages to be convinced to give to your cause. Use your nonprofit’s marketing efforts and fundraising materials to make the connection between your work and the affiliations and identities your community cares most about.
Donors care about the impact of a potential gift.
“When making a charitable donation to a nonprofit, donors are interested in information beyond metrics of financial stability (such as fundraising and overhead costs). As many as 75 percent of donors use information about the nonprofit’s impact, while 63 percent use information about the social issue the nonprofit addresses.”
What you can do: In your fundraising appeals, make a clear tie between a donor’s gift and what that donation will accomplish. Make it easy for donors to find information about the results of your work on your website with benchmark reports about your issue area, annual reports, and updates on your programs. Once they’ve found this information, make sure it’s simple to use by presenting your results in easy-to-understand formats like one-page summaries, fact sheets, and graphs.
Donors’ research relies on transparency of the nonprofit, peer recommendations, 3rd-party endorsements.
“Donors use multiple sources to gather information instead of relying heavily on one particular source: Donors who frequently or occasionally look for information about nonprofits use the nonprofit itself as the most common source (76 percent), followed by friends or family (69 percent), and then independent third-party organizations (54 percent).”
What you can do: Provide information about your impact in multiple locations and formats. Include third-party ratings, such as a Charity Navigator or GreatNonprofits badges, in your fundraising appeals, on donation pages, and throughout your website. Encourage your supporters to spread your message by providing them with easy ways to share, recommend, and review your organization.
The Informed Giving report also highlights donor preferences on information by type and presentation while offering tips for nonprofits, as well as donors. Get the full report here .
#GivingTuesday is just two weeks away—is your nonprofit ready?
While some organizations have been planning their #GivingTuesday campaigns for quite some time, if your nonprofit’s still wondering how to get in on the fun, don’t worry. There’s still time to participate and kick off December with a boost in donor activity. Some ways to get started:
1. Sign up. Registered 501(c)3 organizations can visit GivingTuesday.org to become an official partner organization and find ways to get involved.
2. Set a clear goal. Figure out what you want to accomplish on #GivingTuesday and set a goal that you can measure.
3. Get your emails and social media updates ready. Craft a few emails to rally your supporters to give along with their peers on December 3. Use social media to keep the excitement going and encourage fans to spread the word. You can join the conversation by using hashtag #GivingTuesday.
4. Make it easy for your supporters to give. Create clear calls to action so donors don’t have to wonder what you want them to do. Then, remove all of the roadblocks to giving by streamlining your donation process and enabling your donors to give via mobile.
5. Make it easy for your supporters to share. Offer easy and ubiquitous social sharing options on your donation pages and content, along with pre-programmed updates that your community can share with their networks to inspire even more participation.
Ready to make #GivingTuesday your own? Here are some resources to help you make the most of this day of giving and connect with your supporters:
• Learn how to get the most out of #GivingTuesday from GreatNonprofits
• Check out the amazing Giving Day Playbook from the Knight Foundation.
• Our friends at HubSpot have 12 tips for amplifying your #GivingTuesday campaign.
• The folks at GivingTuesday.ca offer some great ideas for 6 super-simple social media campaigns.
• Find (and share) even more resources in John Haydon’s Ultimate #GivingTuesday Checklist.
What are your plans for #GivingTuesday? Let us know in the comments below!
The latest release of Network for Good’s Digital Giving Index provides a snapshot of online giving for the first half of this year. This update looks at $71 million in donations to 20,000 charities on Network for Good’s online donation platform from January to June 2013.
Check out the full infographic below, or visit Network for Good to view the index and all of our previous updates.
Thanks to our friends at Event 360 for partnering with us to analyze this data.
“Fundraising is not really about money. It’s about people.”
Fundraising expert Larry C. Johnson, author of The Eight Principles of Sustainable Fundraising, challenges nonprofits to look at the bigger picture to create a sustainable funding model for their missions.
As you execute your final fundraising campaigns for 2013, make sure you are planning for long-term success instead of just short-term dollar gains. Larry’s principles of sustainable fundraising urge fundraisers to look beyond quick wins and dig deeper to build a model of relationship-based philanthropy.
To help you accomplish this, we’ve invited Larry to share his tips and answer your questions in a free Nonprofit 911 webinar this week. This is well worth an hour of your time to make the most of your year-end donors. Larry’s expertise can help you:
• Discover what your donors really want.
• Understand who will support your cause and how to approach them.
• Structure a sustainable program.
• Learn how to evaluate your program.
Free Webinar: How to Achieve Financial Sustainability
Guest expert: Larry C. Johnson, CFRE and author of The Eight Principles of Sustainable Fundraising
Tuesday, November 19, 2013 | 1pm EST
(If you can’t join us for the live session, go ahead and register so you’ll automatically receive the recording and slides directly in your inbox.)