New Survey Gets to the 'Heart of the Donor'

New York City (Aug. 24) — A new research study was released today that may change the way many nonprofits approach their fundraising budgets. The report, Heart of the Donor: Insights Into Donor Motivation and Behavior for the 21st Century, uncovers valuable insights on donor behavior and preferences as well as insight into age, demographics and other factors.

The report is being unveiled this afternoon at the Direct Marketing Association Nonprofit Federation 2010 New York Nonprofit Conference at the Sheraton New York Hotel & Towers. The research was commissioned and created by Russ Reid and conducted by Grey Matter Research & Consulting. The survey took place in June of this year.

As many would expect, the study finds that today’s most valuable donors — boomers and older donors — primary give through the mail. But those in the 25-54 age range tended to give both online and through the mail.

"One thing we find interesting is this nexus in the 25-54-year-old age group," says Lisa McIntyre, Russ Reid senior vice president of strategy development, media and interactive services. The donors who will be most important to us in the coming decade seem equally facile with both mail and online."

But according to the study, older donors are more generous.

“The point is this: If the goal of a nonprofit is to effectively target today’s best donors, then they should focus significant and smart attention on the donors giving the most money — seniors and boomers,” McIntyre says. “For example, the number of donors in the 18-24 group and 70-plus are comparable, but the 70-plus donor gives three times as much.

“Does this mean nonprofits should turn a blind eye to the younger segment?” McIntyre continues. “Of course not. Their value will likely increase as they age. But fundraising expenditures must be weighted according to a strategy that maximizes those who are giving now.”