New Survey Gets to the 'Heart of the Donor'

“Does this mean nonprofits should turn a blind eye to the younger segment?” McIntyre continues. “Of course not. Their value will likely increase as they age. But fundraising expenditures must be weighted according to a strategy that maximizes those who are giving now.”

The report suggests that fundraisers should focus their money on the channels that perform the best. While social media is an exciting means of reaching the younger community, the report indicates those who are active there don’t use it for donations.