by Angela White
At JGA, we believe that research informs practice, and thus we work to put recent research into practice with our clients. Recently, we have been a part of the release of the latest Giving USA report.
As pointed out in our recent analysis of this data, we are encouraged by the fact that this is the fourth consecutive year of growth in giving, following what was an unprecedented two-year drop in giving during the height of the recession in 2008 and 2009. It looks as if this total will put charitable giving within five percent of the high water mark for charitable giving that was set in 2007 before the recession. So, if charitable giving holds steady in 2014, we will likely come close to matching or surpassing the highest level of total giving that Giving USA has ever recorded.
With this news also comes the realization that individual giving continues to drive the growth in charitable giving, responsible for 72% of all donations in 2013. And, if you include bequests and gifts from family foundations, this percentage increases to an estimated 87% of all gifts given in 2013.
Individual giving is driven by individual relationships and decision-making, and I challenge you to ask yourself if you are allocating 87% of your time and resources to developing relationships that would drive positive individual giving decisions? If not, maybe it’s time for a Major Gift Check up to reignite your efforts.
A Major Gift Checkup, will help you review key questions about your major gift program that will assist you in strengthening individual relationships. These key questions focus on the effectiveness of your major gift program in these five areas:
- Assessing your approach to major gift work,
- Engaging your organizational leadership in relationship building with top prospects,
- Understanding the motivations of your top prospects,
- Matching the right prospect with the right project and giving vehicle, and
- Practicing excellent donor stewardship.
Join me for our Major Gift Checkup webinar on Thursday, August 14th at Noon EDT to explore each of these 5 areas. During the webinar, we’ll look at how to apply research on major donor prospects to strengthen your major gift plan – all with the goal of growing your charitable giving from individuals.
Register now for this complimentary webinar.