Study: 19,000+ Nonprofits Attracted High-Net-Worth, Multichannel Donors of All Age Groups in 2014
(Press release, March 3, 2015) — Kimbia, the single-day crowdfunding event platform for nonprofit organizations and higher education institutions, has released its Crowdfunding Donor Demographics Report. The report includes donor demographics from all 2014 Kimbia-powered giving day and crowdfunding events, including the industry’s largest events such as Give Local America®, which raised $53.7 million in its inaugural event; sixth annual North Texas Giving Day, which raised $26.3 million; GiveMN’s sixth annual Give to the Max Day, which raised $18.3 million; and third annual Columbia University Giving Day, which raised $11.1 million. The data shows that crowdfunding donors span all age groups and that the majority of donors have high net worth, are highly educated and use multiple channels, making them ideal donors for stewardship. Additionally, individual events have drawn from 25% to 68% new or reactivated donors and inspired major donors to give multimillion-dollar donations.
The adoption of Giving Day and crowdfunding events is accelerating in all nonprofit sectors; four times as many Kimbia customers benefited from these events in 2014 compared to 2013, with more than 19,000 nonprofits receiving donations. For those who are determining how best to promote their first (or even their seventh) annual event or are considering implementing this type of event, the data in this report answers key questions and puts some myths to rest. Here is sample report data:
Age group. Crowdfunding provides high campaign ROI, because it engages all age groups at once, from those under 45 (30%) who will help grow the donor base, to boomers (47%) who are the emerging dominant force in giving, to seniors (22%) who may be inspired to make a bequest.
Income and net worth. Crowdfunding attracts wealthy donors. Forty-eight percent have a net worth of over $500,000, and 50% have a household income of $100,000 to over $250,000. Seventy-three percent are homeowners.
Average donation. Crowdfunding donors are generous. The average online donation amount was $139.16, and the average total donation (including offline gifts, distributed matching funds and prize pools) was $211.51.
Success attracts more success. North Texas Giving Day raised $3.5 million in its first event and $26.3 million in its sixth event and is still attracting 26% new donors. Columbia Giving Day raised $6.8 million in its first event and $11.1 million in its third event, a 63% increase.
“Giving Days and Crowdfunding events have tremendous momentum and staying power,” said Dan Gillett, Kimbia CEO. “They create awareness and excitement, a sense of urgency for giving, attract many new steward-worthy donors, and leverage the fact that online giving continues to grow faster than traditional giving. Whether implemented as a standalone campaign or as an addition to an annual campaign, these high ROI campaigns are fast becoming a fundamental element of development and advancement plans.”
Copies of the report can be downloaded here anytime, or requested at Kimbia booth #500 during the Nonprofit Technology Conference from March 4-6, 2015 in Austin, Texas, and booth #522 during the AFP International Fundraising Conference from March 29-31 in Baltimore, Maryland.