REPORT: Vital Signs: Monitoring Giving Patterns in the Donor Marketplace

November 2, 2017

Discover new ways to reach your donors.

The donor marketplace is changing in dramatic ways. Fundraisers need to challenge the status quo and embrace the fundraising tactics that work today, instead of holding on to what worked yesterday. This report examines giving patterns in the sector and how organizations can respond to this dynamic market. Its key findings include:

  • Donors are more valuable to nonprofits than nonprofits are to donors, and donor retention is now the most important strategy for combatting the competitive donor marketplace
  • Between 2010 and 2015, the number of donor households making gifts dropped, the incidence of donor households adding new organizations to their portfolios declined, and overall donor retention did not improve
  • Baby boomer donors are different, and organizations need to understand generational donor preferences and change fundraising practices accordingly There’s more great insight in the report.

    Now, get reading!

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