Despite still being very much in recovery-mode from the economic turn-down, research reveals that a surprising 66% of donors could be inspired to give more generously this year. But, they have some specific requests from the nonprofits they support.
The research study just conducted by Cygnus Applied Research probed 15,000 donors from across North America, including 7,050 Canadian donors, about their experiences with nonprofits, what their giving intentions are, and what would inspire them to give more. The results are quite telling, giving non-profits clear direction on what to do in 2010 if they want to hold on to their donors and increase giving levels.
While 66% of donors could be inspired to give more, the research revealed considerable frustration with some fundraising practices as well as a shift towards supporting fewer causes this year.[1] How will donors decide which charities stay and which go? Well, an overwhelming 76% of respondents reported a decided shift in their giving to favour charities that provide them with “measurable results.”[2]
We had the pleasure of speaking to Penelope Burk, president of Cygnus Applied Research and acclaimed author of Donor Centred Fundraising, about the results of this research. According to Burk, “measurable results are the single most essential thing for donors. If they don’t get them, they don’t know what they have helped the charity accomplish and, therefore, are not motivated to give again. Nothing is more important than getting this right. It’s the key that unlocks the door to sustainable fundraising, regardless of the economy.”
The research also provides other clues on how to hold onto donors and increase giving levels. In the end, Burk offer three pieces of incredibly valuable advice for nonprofits:
