Golden Givers
For your sake, I hope your nonprofit has lots of what American Express calls “Golden Givers.”
As reported on Marketing Daily, “Golden Givers” are super-affluent women age 45 and under. How does Amex define “super-affluent”? You need to charge at least $7,000 per month on your card for at least 12 months!
Is there any reader of The Agitator out there who qualifies? If so, can I be your houseboy? I’ll pay my own relocation expenses.
Now there’s a kernel of relevance for fundraisers here.
This group is called “Golden Givers” because Amex discovered that their charitable giving was the most notable thing about their spending. Super-affluent women 45 and under actually spent 4% more even during the recession, with 23% growth during the recovery (for Amex, from 4Q 2009). These women increased their card-based charitable donations 4% during the recession, compared with 12% in recovery.
I can picture all of you (or your consultants) calling Amex now, asking to rent the “Golden Givers” list.
Good luck!
Tom
P.S. Another tip … These gals love to spend online!
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