When it comes to courting young donors, it’s all in the details.
That’s one of the key findings from a recent survey conducted by JGA in partnership with Achieve – an Indianapolis based consulting firm focused on strengthening fundraising programs and donor engagement (www.achieveguidance.com). Furthermore, the results also suggest that a broad appeal for funds will leave many young potential donors looking for other giving opportunities.
Over the past three months, JGA and Achieve surveyed donors between the ages of 22 and 40 about their philanthropic giving, communication and relationship preferences. While JGA and Achieve will unveil the complete results of the survey next month, some preliminary findings merit special attention – most notably, the data suggesting that more than 53% of donors in this age category will support only those organizations that provide specific information about where a donation is going. In addition, it should be noted that more than 52% of these donors said they will not respond to general requests for support.
What does this mean for organizations? If you intend to court next-generation donors, you’ll need to let them know what you plan to do with their resources before you receive them. Fail to provide this clarity and they’ll move on to organizations that make clear and concise appeals and include a specific call for action.
Want to learn more? Stay tuned for the full survey results which will be made available in April. Please submit your contact information here to receive the results as soon as they are released. Until then, feel free to share your thoughts on the findings so far, by posting in the JGA comments section below.