Donor Segments

Why Nonprofits Need to Chase—and Keep—Millennials
January 24, 2018 at 11:37 am

Remember the ALS Ice Bucket Challenge? It was one of the most successful fundraising challenges in recent times, with over $115 million raised, not to mention priceless public awareness. And the driving force behind that campaign? The enthusiasm of Millennials…

Why Your Segmentation Probably Stinks (and What to Do About It)
December 19, 2017 at 11:05 am

Suppose you were asked to separate your donors into Pile A and Pile B. What criteria would you use? Before answering, recall the only reason to segment is to raise more money than one-size-fits-all. Creating and executing tailored content and experiences come at a cost, which at the very least is more work for staff...

4 Challenges of Niche Nonprofit Marketing (and How to Overcome Them)
November 22, 2017 at 11:05 am

Nonprofits engage in marketing to help win support for their causes, attracting potential donors and members, which can be challenging enough. But nonprofits in unique niches face additional challenges, especially if their causes are relatively unknown...

Why Puerto Rico Is Getting the Brunt of 'Donor Fatigue'
November 15, 2017 at 12:16 pm

Recovering from disasters is never easy. When disasters pile up, it gets harder. On top of the inevitable competition for everything from the government's funding for recovery efforts to construction materials, donations for relief operations dry up as givers develop what's known as "donor fatigue." While studying disaster relief and community resilience, I've learned that…

Sheer Joy Increases Giving
November 13, 2017 at 11:16 am

Paul and Rebecca (not their real names) started giving to this social service organization in the early 90s. They were a conservative couple from an average neighborhood, but they wanted to do good in their community, so their first gift was $50 to a direct mail acquisition campaign...

What Motivates Your Donors to Give?
October 25, 2017 at 12:31 pm

When considering giving motivations, most nonprofits turn to their well-tested case for giving or a list of organizational features. More sophisticated organizations turn to recent survey data that provides details about their donor base or a group of donor personas...

Is Your Organization Doing What Is Best for the Donor… or the Organization?
September 25, 2017 at 11:28 am

It’s amazing to Richard and me how nonprofits—that do such great things with the programs and projects they have making the world a better place—have a total disregard for their major donors. One example of this was a story I heard from someone who quit her position as an major gift officer several years ago...

How to Use Data to Power Up Your Customer Acquisition
September 18, 2017 at 1:37 pm

Remember the ALS Ice Bucket Challenge? It was one of the most successful fundraising challenges in recent times, with over $115 million raised, not to mention priceless public awareness. And the driving force behind that campaign? The enthusiasm of Millennials. They’re a generation often criticized for being selfish and narcissistic, but, as with most broad […]

Donors of Chinese Descent Vastly Increase Philanthropy
September 7, 2017 at 1:15 pm

Major philanthropic gifts by Chinese Americans have surged nearly fivefold to almost $500 million in recent years, with most of the money going to higher education, a new study has found. Philanthropy by donors in China also soared as the nation’s roaring economy produced more billionaires than in the U.S. and helped fuel a 430…