Disconnect with Donors and Other Audiences Sets Stage for Dissapointment and Loss of Confidence, According to SSIR/Google.Org Survey

Disconnect with Donors and Other Audiences Sets Stage for Dissapointment and Loss of Confidence, According to SSIRGoogle.Org SurveyGood news for your 2008 nonprofit marketing agenda– the writing is on the wall, the just-released findings of this new survey of over 8,000 donors who gave in 2006.

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.
  • Impact:
    • Wide
    • Donor disappointment, disengagement and anger. Lack of confidence cuts future gifting potential.
  • Fix:
    • 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.

Note: Survey implemented by the Stanford Social Innovation Review, and sponsored by Google.org.

More tips on clearly and accurately telling your nonprofit’s story:

Missing out on the Getting Attention e-newsletter? Subscribe now for in-depth articles and case studies on nonprofit marketing.

Nancy Schwartz in Fundraising: Innovations & Research, Nonprofit Communications, Nonprofit Marketing News, Trends | 1 comment
Tags:

<< Back to Main