next generation of american giving

convioIt’s a must read for all of us, the most in-depth study to date of how donors of different generations learn about our organizations, and give. Don’t miss it.

Here are six key takeaways:

  1. Core donor groups to understand: Matures, Boomers, Gen X and Gen Y.
  2. Matures and boomers give more than younger generations, because they give to a greater number of organizations. They don’t give more for each cause.
  3. Most donors first learn of an org via mainstream media. Gen Y’s mainstream media is the Web.
  4. A friend’s request is the main reason for giving, across generations.
  5. Word of mouth is a must. So tell your org’s story well and motivate and train your supporters to tell it too.
  6. THE critical element for fundraising success is messaging that connects. (Yes!)

I urge you to read this report today. It’s the most valuable 16 pages I’ve read in a long time.

P.S. This report is more evidence that effective messaging is a priority for all organizations, and a key to motivating your audience to give. Learn how to craft the most essential message — your tagline. Download the free 2009 Nonprofit Tagline Report, filled with must-dos, don’t dos, case studies and 2,500+ nonprofit tagline examples!

Nancy Schwartz in Fundraising: Innovations & Research | 3 comments
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