3 Donor Trends That Will Kick Your Butt Unless You Get Ahead of Them

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  1. 1. 3 Donor Trends That Will Kick Your Butt Unless You Get Ahead of Them Jeff BrooksConference Sponsored by Track Sponsored by
  2. 2. Donors are crossing channel lines Trend #1
  3. 3. I respond in the way that works for me!
  4. 4. 5%5% toto 20%20% of direct mailof direct mail response happensresponse happens onlineonline
  5. 5. Get mail, give onlineGet mail, give online Get mail, research online,Get mail, research online, give by mailgive by mail Get mail, give by onlineGet mail, give by online bill-paybill-pay Get email, give by mailGet email, give by mail
  6. 6. But its good news
  7. 7. 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
  8. 8. Align your channels
  9. 9. care.org
  10. 10. Matchback
  11. 11. Donors are consolidating their giving Trend #2
  12. 12. I give larger gifts to fewer organizations.
  13. 13. Source: Target Analytics donorCentrics Index of Direct Marketing Fundraising More revenue from fewer donors
  14. 14. Make their short list!
  15. 15. Let them in on the action (Fundraising offers)
  16. 16. smiletrain.org
  17. 17. tree-nation.org
  18. 18. projecthope.org
  19. 19. Thank them Personally Quickly Specifically Emotionally
  20. 20. Report back It worked!
  21. 21. Keep asking
  22. 22. The majority of donors are Boomers Trend #3
  23. 23. We got old. Now we do old people things. Like donate.
  24. 24. 2015: 31% Silents 69% Boomers 2019: 21% Silents 79% Boomers 2033: 48% Boomers 52% GenX 2040: 26% Boomers 50% GenX 24% GenY US population, age 55-85, by generation
  25. 25. Significance over duty How Boomers are different Choice and control
  26. 26. Show them the difference they make
  27. 27. donorschoose.org
  28. 28. Flawless service
  29. 29. Put them in control
  30. 30. kiva.org
  31. 31. Make them the hero
  32. 32. Standard fundraising
  33. 33. Enlightened fundraising
  34. 34. Email: jeff.brooks@truesense.com Blog: www.FutureFundraisingNow.com Twitter: @jeffbrooks