Shame on you for even thinking The Agitator would go there.

Instead, the headline was triggered by the fact that the divorce rate among folks 50+ has doubled in the past 20 years. This trend should raise questions for fundraisers concerning the ‘gray’ set.

Thus we were pleased to hear from Barry Nelson, Senior Director of On Air Fundraising for public broadcaster WQED in Pittsburgh via an email with the enticing subject line: “The Gray Divorcee.”

Here’s a guy who knows just how much donor details matter.

“A thought on cleaning data: one of the emerging issues amongst the Boomer generation is late-marriage divorce. We know divorce is already an issue, but those with discretionary dollars and an activist profile to invest in nonprofits are changing their lives at a pretty good clip.”

Barry goes on to ask: “Because we want to know our donors better, and because the little things can sometimes make or break a relationship between the supporter and the nonprofit, is there something we can do from a data hygiene standpoint that would help clarify the relationship status of donors?”

This isn’t some in-the-weeds question to be lightly dismissed by those who fancy themselves to be ‘strategists’ beyond dealing with the mundane. As Barry notes, and I’m sure he isn’t alone, “We’ve had calls from long time donors who are perturbed because the mail they receive from us is addressed to their ex, and they seem upset because we didn’t know that there had been a divorce.”

“In some cases, we probably didn’t make the change to their donor record when they advised us of the change in their marital status (they may have put a handwritten note in with their check and we may have failed to update their file.”

So here’s Barry’s question. A question for all Agitator readers:

“Would it be presumptuous — and is it even possible — to do an overlay that would at least identify donors who may have a change in marital status (public record, Facebook relationship status, etc)?

I don’t think for a moment it’s ever presumptuous to keep your donors top of mind where all your organization’s actions are concerned — including proper maintenance of donor records. In fact, it’s negligent not to do so.

Not only could a large number of divorces among donors in their giving prime affect giving to your organization — for worse, but also for the better — there are other life changes that occur at this age and you should be aware of them.

To name a few, changes such as:

• Kids off to college or getting married; changing the household to the status of ‘Empty Nest’.

• Downsizing of the residence from perhaps a large house to a condo.

• Employment status. From active employment to retirement or, in some cases, from senior management status to executive management status.

Each of these changes may trigger a change in your fundraising or stewardship strategy toward that donor.

My suggestion is that at least once a year every organization should update its records with the types of information that helps you better serve the donor. Divorced or not.

To Barry’s sub-question: “Is it even possible.”

Sure is, and it’s quite fast and inexpensive. Dealing with the divorce/non-divorce question will cost you about $6 per thousand records. Add the other issues I’ve mentioned above and you’re looking at $8 to $10 per thousand.

I’m not talking about only using the standard National Change of Address process.  NCOA won’t get you very far in a divorce situation. You’ll want to know who left the principal residence, and to where he/she moved. And NCOA won’t signal empty nesters or employment status.

Ask your data processing service bureau or software provider how to get your file updated. Tell them what changes you want identified. You shouldn’t have to pay an arm or leg — meaning not more than $10 a thousand — to get a sophisticated update done.

Alternatively you can email Tim Hunnewell at our sister company, TrueGivers. Tim will get back in touch with you, tell you what’s possible, give you a cost estimate, then knock 25% off the price for any Agitator reader.

Do you agree that clean, complete donor data is a must for any organization, regardless of size? If so, please share with Barry and the other Agitator readers what you’re doing to keep up with your donors’ changing lifestyles.

Roger

P.S.  If you’d like to know more about “The Gray Divorce Revolution” check out this National Public Radio piece.