Fundraising Talks
News and updates from the USM Office of
Advancement Research
giving tuesday
GivingTuesday, held this year on November 30, saw record-breaking giving by 35 million adults. The GivingTuesday Data Commons estimates that in the United States, giving totaled $2.7 billion, representing a nine percent increase compared to 2020. Volunteering increase by 11 percent from 2020 and gifts of goods also saw an eight percent increase in comparison. Read more here.
The Chronicle of Philanthropy reports that most fundamental measures of the economy - aside from inflation - are better for most people than at any point since the pandemic began, which means that economic conditions are promising for fundraisers in the last weeks of the year. Experts say fundraisers can project their outlook by paying attention to consumer confidence, the stock market, and unemployment. Consumer confidence is down to its lowest level in the past ten years, but experts say that this will not have much of an impact on giving levels through the end of the year. The stock market's major indices were flat or down in November, thanks to the Omicron variant, but on a year-to-date basis, major market indices have seen big gains since January. This is good news for fundraisers as charitable giving rates are strongly linked to annual stock-market performances. Finally, the national unemployment rate declined in October. This was positive for nonprofits, as Johns Hopkins University estimates nonprofit employers will exceed pre-pandemic work-force levels in less than a year.
During the holidays, many people are eager to spend money on gifts for their loved ones. How can fundraisers compete and encourage folks to give to their institutions? The Harvard Business Review suggests using "preference duels" to encourage giving - this is something you've probably seen at coffee shops on tip jars. Rather than putting out one tip jar, stores will offer two jars and ask customers to chose between Star Wars or Star Trek, for example. In a giving experiment performed at the American Red Cross, two groups were asked for donations. One was asked directly and another group was asked to donate by voting for chocolate or vanilla. The group that was given a choice donated 28 percent more than those who were not. Read The Harvard Business Review's two other tips here.
Jennifer Filla, CEO and Founder of Prospect Research Institute, argues that fundraisers do not want cash gifts, but rather should aim to receive asset gifts. Filla notes that in order to grow fundraising in major gifts, a key strategy is to ask for non-cash gifts. In her blog post, she cites Professor Russell James's research:
Click here to read how Filla puts her strategy into action.
Many of us are mentally exhausted from the pandemic - including donors who were asked to give again and again to charities that struggled during COVID-19. According to The Chronicle of Philanthropy, major donors who gave often and significantly during the pandemic are now looking to support groups that work on the root causes of problems (think solving world hunger), rather than groups that support basic needs (think food banks). In order to combat this shift, nonprofits are providing extensive information about what they are doing to support their communities. Oftentimes, nonprofits work on hard-to-see problems and it is up to the nonprofit to convey that message to retain donor support. The Chronicle notes that clear communication about the impact of gifts and connecting with donors on a human level are critical reasons why wealthy donors continue to give, even when they are fatigued by requests for support.
Many nonprofits and organizations received an influx of gifts and new donors during the pandemic and are now struggling with donor retention. According to Forbes, donors are driven to give again based on stories and the impact of their gifts, when reported back to them in a timely manner through the appropriate channels. How can nonprofits capture donor's hearts and minds and engage them fully with their missions? First, using data to make decisions about resource allocation and identify how, when, and who is engaging with your organization's mission. Next, focus on the donor experience. Personalized and authentic engagement coupled with effective storytelling and impact reporting are tried and true methods to enhance the donor experience.