While you are creating moves management and ask plans for your donors this summer and fall, be aware of who is giving.
table of figures of various generations habits of giving
Almost 70% of all giving is coming from “older folks.”
And they give the most.
Jeff and I are not suggesting you ignore the younger donors. Nope – just keep things in perspective. Prioritize and focus as you make your plans.
Social media and Millennials are all the rage these days. Most every meeting we are in, there is some discussion about how to increase giving via online channels and from Millennials.
This is not a bad idea.
But remember, only 7.2% of all giving in 2016 came in online. While online giving grew by 7.9% in 2016, giving via other channels grew by 2%. So it is growing, and it’s something to pay attention to. But it isn’t there yet. In fact, many boomers and matures give via online because they liked what they heard about in direct mail, and then they went to online to give the gift. They chose to respond online because of an ask that came via direct mail. It’s important to remember that. I’m saying this so you keep driving at improving your online and social media strategies without ignoring or abandoning those tried and true direct mail and other direct marketing strategies.
Millennials also give the least in total giving and the least in average per-donor giving. Keep that in mind as you do your planning.
To be clear, Jeff and I are not against online fundraising or strategies, or a focus on Millennials. No, not at all. In fact, we love them. But it is important to keep all of this in perspective while you do your planning.
When you are creating your communication and ask strategy planning for the donors on your caseload, it is important to remember who THEY are. Don’t let your personal preferences or biases drive your choices.