Donor Giving Trends for Today and Tomorrow, Part 2

Unsurprisingly, however, demographics still matter. There is a “tsunami of baby boomers aging up to 65 and planned-giving territory,” Holman said. “Every day for the next 19 years, 10,000 people turn 65,” so these are the people you should be cultivating toward planned giving.

Then there is the challenge of feeding the younger-donor pipeline. The earlier you engage these donors, the more loyal they’ll be as they approach prime giving age. Increasingly, younger donors look to the Web and social media to research, interact with and donate to nonprofits. Knowing that, a static website is death, Holman said. You must constantly update and intrigue younger donors to keep their attention, and technology is the best way to do that.