Who Gives, Why Do They Give, How Do They Give to Nonprofits Report

Research commissioned and created by Russ Reid and conducted by Grey Matter Research & Consulting finds that the most valuable donors to nonprofits – 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. According to Lisa McIntyre, Russ Reid Senior Vice President, Strategy Development, “The donors who will be most important to nonprofits 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? 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.

More than two-thousand respondents participated in the study. It was conducted both by phone and through a pre-recruited online research panel. The study was also conducted in English and Spanish.

Russ Reid, founded in 1964, is part of Omnicom Group, Inc. (NYSE: OMC). Omnicom is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Grey Matter Research is a market research firm specializing in serving non-profit organizations, offering sophisticated qualitative and quantitative techniques to uncover details that make a tangible difference for clients. Go to www.HeartoftheDonor.com, for additional information.

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