7 Strategies to Reach Today's Finicky Donors
Perry’s boomer strategy included:
- Let boomers’ personal passions and interests guide their cultivation plan.
- Help them connect to what is most meaningful to them.
Trend 3: Older ladies are the No. 1 demographic
A study of affluent older adults by the Women’s Philanthropy Institute at the Lilly Family School of Philanthropy at Indiana University found that for every $100 men gave, the women in the same economic circumstances gave $258.
However, Perry shared this quote from an older female volunteer: “Some [older women] don’t feel the money in their estates is theirs to give away, because their husbands were the earners. It has taken education to help women donors get a handle on legacy giving. The interest is there, but the hesitation is, too.”
Perry’s “older lady strategy” included:
- Review your prospect lists.
- Re-evaluate the giving capacity of the ladies.
- Get to work and go see them.
Trend 4: Donors are volunteering
According to the Bank of America High Net Worth Philanthropy study, the average gift of high net worth volunteers who volunteer more than 100 hours is $78,000, while the average gift of those who volunteer fewer than 100 hours is $39,000.
Perry’s “volunteer strategy” was pretty straightforward: Get your donors on site and in action!
Trend 5: Major donors are investing for ROI and impact
According to GuideStar research, nine out of 10 donors say that an organization’s effectiveness is important. And fundraising consultant Penelope Burk concluded in 2011 that an organization’s track record of producing measurable results is the No. 1 reason major donors say they will give.
Furthermore, GuideStar concluded that donors want to see:
- The financial picture
- That a nonprofit is legitimate
- The breadth and depth of the cause
- The nonprofit’s impact
Perry’s “investment/impact/ROI strategy” included: