Here are the facts (as reported by the survey), why you should care, and what you should do about it (fix):
- Fact: Most donors overestimate the percentage of their gifts groups that will go directly to help the needy.
- There is a wide gulf between donors’ intended and actual giving.
- The largest segment of respondents (47 percent) said that their primary reason for giving to charities was to assist the needy.
- Yet in 2006, these donors dedicated only 6 percent of their giving to organizations that aim to meet people’s basic needs in the United States, and sent just 2 percent of their donations to organizations that aid people in other countries.
- At the same time, they gave the bulk of their charitable contributions (60 percent) to religious causes.
- Donor disappointment, disengagement and anger. Lack of confidence cuts future gifting potential.
- Clearly articulate — through text, graphs and case studies — what your organization does, and how contributions are used.
- When you do, you’ll avoid disappointing donors, volunteers and program participants and other key audiences.
- As a result, you’ll strengthen existing relationships, and do better at building new ones.
More tips on clearly and accurately telling your nonprofit’s story:
- The Most Powerful Marketing Copy in the World – Testimonials
- Put Persuasive Storytelling to Work for Your Nonprofit
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