Holiday Food For Thought
If you’re not spendng most of the Thanksgiving holiday traveling, here’s some food for thought over your quiet moments. Something to worry about longer term than making your 2008 fundraising targets!
Pew Research has released its detailed analysis of voters under age-30, based on exit polling from the recent election.
Here are some numbers that caught my attention:
9% of these "youngsters" donated money to a presidential candidate
[If Obama and other candidates could do it, why can’t your nonprofit excite this demographic enough to earn contributions?]
Just 62% of these voters identify as white, while 18% are black and 14% Hispanic. In 2004, this group was 68% white; in 2000, 74% white.
[Can your nonprofit appeal to a far more diverse population than it traditionally has? What would it take?]
69% of this group, compared to 46% of Boomers and 41% of those 65+, believe in activist government — "Government should do more to solve problems" versus leaving more things to businesses and individuals.
[How does your nonprofit and its strategies match up against this liberal worldview?]
And from a different Pew study, this one exploring internet use in the campaign, check out these generational differences …
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Probably your organization is not dependent now on under-30s for its financial solvency. But what loyalties will these folks have developed by the time you are ready to woo them?!
Tom
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 […]
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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 […]
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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 […]
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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 […]
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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 […]
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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 […]
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