Donor Demographics

All generations are not created equal! But you knew that, right? Understanding the multichannel preferences and charitable habits of Generation X, Generation Y, baby boomers and matures could have a significant impact on your nonprofit’s fundraising performance, but it could also leave you frozen, retreating back to the familiar. What’s a fundraiser to do? Here are a few fundraising ideas.

The deepest downturn since the Great Depression may seem like the biggest seismic shift charities face. But it’s America’s demographic transition that has the potential to transform the philanthropic landscape. Nonprofits such as the Silicon Valley Community Foundation are already laying the groundwork for learning about the wishes and hopes of new groups of donors.

As funders begin to support inclusive programs, nonprofits need to look at their own programming through the disability lens. There are many reasons why your organization should consider becoming inclusive. Here are a few ideas on how to become more inclusive.

I realize our industry is no stranger to trying to understand the younger generation. And no one is debating that many of our donors are from the older generations. But we also know that those donors are aging, and all nonprofits are focused on trying to engage individuals along the entire life cycle. Young adults might not have much money, but they have time for volunteering and participating, and they also have a lot of friends — meaning their networking reach can be extensive.

In the December 2006 issue, freelance writer Christine Weiser took a look at some ways to tailor messaging to attract male donors, including appealing to their naturally competitive nature.

In the May 2010 issue, Jeff Brooks wrote about "Young Donors and Other Mythical Creatures," advising, "If you want to raise funds, aim your sights at the elderly."

As a millennial, I’m not interested in you repeating what’s worked in the past. While I appreciate working smart, I don’t appreciate doing the same thing over and over when everything else around you changes. I don’t appreciate wasted resources and time spent on what worked before for the sake of maintaining. I’m interested in you having that vision and doing something new to get there.

Changes in eyesight are inevitable as human beings age, according to The Canadian Association of Optometrists. Blurred vision at close range and growing need for higher light levels affect everyone in his or her middle years. That means it’s becoming harder every year for your boomer and civic donors — your most generous cohorts if your charity is typical — to see your printed materials, e-mails and website. To keep your print pieces with these groups clear and readable, follow these tips from CNIB.

The more I thought about it, the more I wanted to know what the experts were thinking in this area — so I decided to just ask! For the most part, what is in this article are direct comments/quotes from the folks that I believe are the brightest and the best in our industry around this topic.

With ever-increasing production and postage costs, nonprofits need to continually fine-tune their prospecting efforts in any way they can. With minimal investment of time and money, you will likely find the best "fishing holes" within your market area.