Posts tagged ‘survey’

May 20, 2016

Donors Say: Enough about You. Let’s Talk about Me!

A recent study reveals that donors support charitable causes for “very personal reasons.” In other words, giving is about them (the donors and what motivates them) and is far less about you and your nonprofit organization.

This is not surprising news to those of us who practice donor-centered fundraising. Nevertheless, it’s nice to have additional research data that supports the idea of being donor centered.

LOVE statue by Aaron Vowels via FlickrDonor Loyalty Study: A Deep Dive into Donor Behaviors and Attitudes is the study report from Abila, a leading provider of software and services to nonprofit organizations. The researchers explored questions with a representative sample of 1,136 donors in the United States across all age segments who made at least one donation to a nonprofit organization within the previous 12 months.

The study identifies the three “main reasons for donating”:

  • I am passionate about the cause — 59 percent
  • I know that the organization I care about depends on me — 45 percent
  • I know someone affected by their cause — 33 percent

Other reasons for donating generated far lower responses, ranging from just three to 18 percent.

You’ll notice that each of the top three reasons for giving involve “I” not necessarily you or your charity. Let’s explore this a bit.

The number-one reason for giving involves the donor’s passion. You’ll also notice that the donor is passionate about and supports the “cause” though not necessarily the organization.

In other words, I may be passionate about fighting cancer. However, I might be fickle when it comes to supporting a particular cancer charity. For example, this year, I might support the American Cancer Society. However, if I’m not stewarded or asked effectively, I might shift my support to the City of Hope next year. I’ll still be a passionate supporter of the fight against cancer, but the organization I choose to support will change.

The challenge for nonprofit organizations is to embody the cause for which donors have passion. An organization needs to demonstrate to its donors that it is the worthy channel for their passion. Remember, donors have choices. You need them more than they need you.

If you do what I’ve just said, donors will understand that you need them, that you “depend” on them. And that’s the second most common reason why people give. If your organization embodies a donor’s passion and let’s that donor know how important she is, she will be far more likely to renew and upgrade her support.

The third reason for giving is really just a sub-category of the first. Again, it’s about the “cause” rather than the organization. Yes, in some cases, it might be about your specific organization. However, that won’t always be the case.

By understanding your donors, you can tailor stewardship and appeal messages to them. This will improve your effectiveness.

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November 7, 2014

What Do You Want?

“Back to life, back to reality

Back to the here and now yeah

Show me how, decide what you want from me

Tell me maybe I could be there for you

However do you want me,

However do you need me.”

— “Back to Life” performed by Soul II Soul

Last month, I wrote about how I cheated death. Now, I’m happy to report that I am re-engaging in professional life:

  • I’m resuming my consulting practice.
  • I’m accepting speaking opportunities.
  • I’ll be teaching graduate students once again at Drexel University.
  • I’m resuming regular blog postings.

As I officially resurrect my blog, I want to take the opportunity to discover how I can be of better service to you. After all, in a very real sense, this blog is really more yours than mine. If I’m not addressing your wants, your needs, there’s really no point to this site. So, help me help you. Please take a few moments to answer the following seven survey questions:

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October 8, 2013

Survey Respondents Overwhelmingly Express Concern over Government Shutdown

The vast majority of nonprofit professionals (63 percent) responding to an unscientific Michael Rosen Says… survey say that they expect the US government partial shutdown will negatively affect their nonprofit organization or they are concerned it might.

Worry by spoo0ky via FlickrThe shutdown affects nonprofits in a variety of ways. Organizations that rely on government grants have seen those grant payments delayed or withheld. Organizations that do government contract work are seeing payments delayed. Organizations that assist individuals in need are seeing an increased demand for their services.

In addition to those negative effects, 28 percent of survey respondents expect the government’s partial shutdown will result in less philanthropic support this year.

Interestingly, 67 percent of survey respondents expect that the shutdown will hurt the nation’s economy. Because overall philanthropy closely correlates to the country’s Gross Domestic Product, at a rate of approximately two percent, we can expect overall philanthropy to be negatively affected if the shutdown slows the already weak economy.

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October 1, 2013

Special Report: Doomsday?

On Oct. 1, 2013, the US federal government shutdown all non-essential operations. This is the first government shutdown in 17 years. It’s uncertain how long this shutdown will last. The failure by Democrats and Republicans in Washington to agree on a budget bill triggered the current shutdown.

At this point, we cannot really know how the impasse in Washington will affect the nonprofit sector, the nation, or the world. However, one thing is certain: The longer the shutdown continues, the greater the risks.

So that we all can get a better understanding of the situation, please take a moment to answer the following five poll questions:

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September 30, 2011

7 Things You Should Know about Seniors that You Probably Don’t

Photo by Visentico/Sento via Flickr

There are seven things you should know about older Americans that just might surprise you and help you with your fundraising efforts. U.S. Trust, Bank of America Private Wealth Management published the report U.S. Trust Insights on Wealth and Worth-TMbased on its 2011 survey of Americans with an average age of 61 and investable assets of at least $3 million.

There are now approximately 5.6 million households in the U.S. with more than $1 million in investable assets, including 4.8 million with $1 million to $4.99 million and 782,000 households with more than $5 million in investable assets, of which approximately 182,000 have greater than $10 million in investable assets.

Here’s what you need to know:

Of those with net worth of $3 million or more, 40 percent do not consider themselves “rich.” They may consider themselves “comfortable” or “financially secure,” but not “rich.” So, when speaking with those who you may consider to be wealthy, consider that they may not define themselves in the same way. So, be sure to speak their language. For example, many people think that a “bequest” is something that only rich people do and, therefore, there’s a good chance that they will not think this is an option for them since they’re not rich. When talking about a charitable bequest commitment, you might be far better off keeping it simple by talking about “supporting your favorite charity through your will.”

Older, wealthy Americans believe the most important use of wealth is to ensure financial security for themselves and their families. So, when speaking with these individuals, show them how philanthropic planning can benefit them and their families. For example, a Charitable Gift Annuity can provide them with an income for life. Or, a gift of appreciated stock rather than cash can help them avoid capital-gains tax. Also, be sure that donor prospects understand that you’re not seeking all or even a large portion of their wealth. Let them know that you understand the old adage that charity begins at home. By being donor-centered, you’ll have a happier prospect who will be much more willing to support your organization.

Among older, wealthy Americans, 40 percent say they do not have an estate plan that is comprehensive. There are many reasons for this. They may simply not have gotten around to it. They may not know what their options are. They may not know what the elements are of a comprehensive estate plan. They may not know to whom to turn for assistance. This presents you with an opportunity to be of service. You can educate these people and guide them to get their estate plan in order. In the process, you’ll have the opportunity to discuss how philanthropic planning can be an effective, desirable part of estate planning. And, you will earn the gratitude of those you assist.

Only about one-third (34 percent) of parents agree strongly that their children will be able to handle the inheritance they plan to leave them. This is an opportunity for you to show parents how they can structure their estates to confidently take care of their children while also benefiting their favorite charity. Again, by being of service to prospective donors, you can ultimately help your nonprofit organization.

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