Year-End Donor Giving Trends and the Fundraiser/Donor Disconnect

Another slightly surprising finding is that only 36 percent of donors say familiarity with a charity is important when selecting an organization to support, while 57 percent of charities believe it is important to their donors.

Clearly, even with the optimistic numbers indicating donors still plan to give, there is work to be done for fundraisers in closing the gap between what donors want and expect, and what charities believe their donors want and expect.