The Blackbaud Institute Releases New Research on Donor Demographics and Expectations
"In a time where complexity demands new thinking, this new research can help decision-makers in the social good sector understand what supporters value most," said
Highlights from the report include:
Changes in Donor Behavior and Demographics:
- More Donors and Increased Donations: The research shows that nearly half of nonprofit professionals reported increases in the number of new donors—possibly signaling a departure from the decade-long trend of diminishing numbers of donor households.
- New Donors and More Diversity: Among new donors and donors who gave more since March of 2020, young people and donors of color showed up more prominently than older generations and white donors.
- Unique Donor Retention Opportunity: Historically, "crisis" and so-called "episodic" donors are difficult to retain. However, the study reveals that one-third of donors who gave to a new nonprofit also said they are very likely to continue giving.
Rapid Evolutions of Donor Engagement Preferences:
- Personalization and Donor Affinity: Donors who received personalized content from their favorite organizations said they were more likely to give those charities high scores on various attributes, including the extent to which the charity "pulls on their heartstrings," creates engagement opportunities and makes them feel appreciated.
- Technology Adoption: Donors who rated their favorite organization as an early technology adopter also gave those organizations higher marks for keeping donors informed, making them feel appreciated, and offering more engagement opportunities. By comparison, organizations that were considered late adopters received lower scores on these attributes.
- New Expectations for Engagement: Nonprofit professionals reported trying or expanding their use of a wide range of online engagement tactics, such as virtual fundraising events. Donors said they want a hybrid approach even as in-person events return, with at least as many opportunities to engage virtually as they had during the pandemic.
"We must engage people in the work of improving the world and invite them to participate as partners," said
The full report can be accessed on the
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Except for historical information, all of the statements, expectations, and assumptions contained in this news release are forward-looking statements that involve a number of risks and uncertainties, including statements regarding expected benefits of products and product features. Although Blackbaud attempts to be accurate in making these forward-looking statements, it is possible that future circumstances might differ from the assumptions on which such statements are based. In addition, other important factors that could cause results to differ materially include the following: general economic risks; uncertainty regarding increased business and renewals from existing customers; continued success in sales growth; management of integration of acquired companies and other risks associated with acquisitions; risks associated with successful implementation of multiple integrated software products; the ability to attract and retain key personnel; risks associated with management of growth; lengthy sales and implementation cycles, particularly in larger organization; technological changes that make our products and services less competitive; and the other risk factors set forth from time to time in the
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