4 Nonprofit Donor Demographics Trends for 2015
As many of us expect, the 65-plus people will be the best direct-mail responders, and from reports I’ve heard younger citizens are going for the sustainer monthly giving opportunity. It looks like we’re having a trend in sustainer giving. For many it’s a real convenience and one-stop involvement in contributing without the concern about renewing one’s gift.
While online or email giving isn’t yet a major source of revenue, it is increasing among the younger and older folks. More and more senior citizens are getting into the Internet and online giving. We just want to make sure that we are not just pulling donors from one channel into another — the name of the game is increasing overall giving. The more channels are in play the more contributions will increase; people have their preferences for the channels through which the will contribute.
We hear of some success in canvass giving, particularly for sustainer giving. Retention of sustainers generated in canvassing is more solid than single one-time gifts.
While all the projections are interesting and fun, the stock market is giving us some pause for concern — so far, the market has been very volatile, so some wealthy individuals who were feeling good about the future and their own accounts may hesitate to be big-time contributors over the next few months.
What might serve us best is to have optimism for 2015; it could keep us working hard in our pursuit of the dollar and be reflected in our strategies and creative.
Tycely Williams, association director of major gifts, YMCA of Metropolitan Washington
2. We are witnessing the greatest transfers of wealth; it is important to ensure Generations X and Y understand the unique value proposition offered by charities — some of the nontraditional planned major and/or planned giving prospects will inherit sizable assets, aside from the discretionary money many of them have (due to marrying later, having fewer or no children).