American Optimism Suits 2007 Fundraising
Pew Research Center recently published survey findings regarding Americans’ attitudes about their financial prospects for the coming year.
If optimism equates with donor largesse, nonprofits should be in for a good 2007.
Some key findings:
- About four-in-ten American adults say they are living comfortably, while another three-in-ten say they have enough money to meet expenses with a little left over for extras.
- Two-thirds of adults expect their family’s financial situation to improve over the next year by a lot (10%) or some (57%).
- 81% of adults rate their overall quality of life as “excellent” or “good.”
Among college grads, the news suggesting ability to give is even better, considering that higher education is a primary correlate of higher giving. This group pulls up the averages:
- Half of college grads say they are living comfortably, while another 32% say they have enough money to meet expenses with a little left over for extras.
- Seven-in-ten college grads expect their financial situation will improve over the next year by a lot (13%) or some (59%).
- 93% of college grads rate their overall quality of life as “excellent” or “good.”
Those ages 65 and older, the historic base of direct mail giving, most of whom are retired, are the least optimistic about their financial futures and their overall quality of life.
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
Read Full Answer