« How to tell good fundraising design from bad | Main | Does your fundraising lean left or right? »

14 January 2013

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a0120a59ccea7970b017ee762d4c9970d

Listed below are links to weblogs that reference Precisely not how to figure out young-donor fundraising:

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

Hi Jeff, I read your site religiously but I think you may be wrong on this one.

I think her biggest flaw is that she assumes she knows why fundraisers do certain things like ask fir small amounts. On these points i believe her lack of experience shows.

However, some of her points are strong : twitter offers to raise awareness; twittering three times a day and asking for a larger amount with an auto-draft.

I think those points are insightful -

It's an interesting read, but it does seem that the author has fallen into the trap of assuming she's like everyone. I'd love to know how many people 'just like her' she has on her books. in my (limited) experience, fundraisers have a different view of giving than everyone else...

Quite simply, if I were to ask some of our younger donors for $1000, they'd laugh, and make sure I don't find out where they live for a decade.

(Having said that, the UK does view giving slightly differently from the US)

As a young donor myself I was ready to read that post and have a good little chuckle especially at the mention of asking for $1000 rather than $25.

Now that I've read it though I think it's a pretty solid reflection on how I feel about my giving. I engage with charities on twitter. I like charities with a clear business model where I can see what the money does. I rarely look at any mail that comes through my door.

As for the $1000 instead of $25 thing, I think she's got a pretty valid point. It's not about only asking for a big donation though, I think it's more around how "phrase" that donation. There's nothing amazing about that $1k club, it's just a group of people who sign up to a $40 a month donation, but they've made it seem bigger. Now that it looks bigger you feel that it can have more of an impact.

If you ask me £15 doesn't seem like it'll make much of a difference, but £180 sounds like it could do some good. sounds like an interesting thing to trail if you ask me ;)

Jeff's point is an important one - Alicia may or may not be correct in her observations of what works for millenial fundraising. The only way that we can know for sure is to test those observations and analyze the results to see what really works.

It is easy to believe a fundraising success story that resonates, but how well does that story or piece of advice reflect reality? To know, we have to test them: identify hypotheses about what works, gather data (run the campaign, examine response rates from previous campaigns, etc.), analyze the data and interpret the results. Then, of course - use what we learn to shape our fundraising practice.

My organization wrote a series of articles all about this, using data to drive decisions instead of anecdotes. I invite you to check it out - bit.ly/Tx9OiB.

As a millenial fundraiser that works with millenials as one of my core affinity group of donors, I can tell validate that Alicia is on to something though of course her argument has flaws (as does this and every other post or article I've ever read. In life, nothing is 100% black or white). My young professionals (as we prefer to be called), are an engaged group of donors who want LOTS of engagement opportunities and what's in it for them besides the feel good nature of giving (they all care enough to be involved, but for many the giving back is truthfully the second or third or maybe even fourth or fifth reason they get involved). Though they only bring in between $75,000 and $85,000 each year, they take up 35-40% of mine and my assistant's time. Our board of directors has bought into the fact that they are good acquisition prospects that deserve to be cultivated and stewarded. We ask our donors under 30 to give $125 each year (just $10 a month) and those over 30 to give $250 each year. When you get more involved and are involved in our Leadership Committee, you are asked to give $500. Young professionals are savvy and know that with installment giving, they can afford to give $125 or $250 (heck I work on a fundraiser's salary and give at my age's amount), and that there collective gifts will go a long way and make a big impact.

The comments to this entry are closed.

What this blog is about
The future of fundraising is not about social media, online video, or SEM. It's not about any technology, medium, or technique. It's about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It's already here. More.

Enter your email address:

Delivered by FeedBurner

Subscribe with the reader of your choice
Subscribe
About the blogger
JeffJeff Brooks, creative director at TrueSense Marketing, has been serving the nonprofit community for more than 20 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff.brooks [at] truesense [dot] com. More.

Blog policies
TrueSense logo
Instead of talking at donors, TrueSense is proving it's smarter to listen. Asking donors how they prefer to give. Because we’re about creating relationships and building trust and communicating honestly and powerfully. One to one. Want to talk fundraising? Drop me a line.
Branding can boost fundraising

MoneyRaisingNonprofitBrand Is branding evil? Of course not. It only seems that way sometimes because it is so often wrongly applied to nonprofits.

Discover how to make branding improve your fundraising in The Money-Raising Nonprofit Brand: Motivating Donors to Give, Give Happily, and Keep on Giving. It's easier -- and less expensive -- than you may think! In this ground-breaking new book you'll find out...
  • Why commercial-style branding is so destructive when applied to nonprofits.
  • The 7 essential elements of a successful fundraising call to action that will motivate donors to give.
  • How to find and use images that remind donors why they care about your cause.
  • How to become your donors' favorite cause and set your organization apart in their hearts and minds.
If your organization is even vaguely considering "branding work," you need to read The Money-Raising Nonprofit Brand by Jeff Brooks. Read more here.
Irresistible fundraising!
TheFundraisersGuide Raise funds with your eyes open. Skip the guesswork. Show your boss what really works. This book takes you on a fact-filled and memorable journey through writing, design, strategy, and the mental game of effective fundraising.

Proven, tested, real-life techniques that give donors what they want so they can make the donations you need. If you care about fundraising, about your donors, and about supporting your cause, you need The Fundraiser's Guide to Irresistible Communications by Jeff Brooks. Order it today from Amazon.


Popular series

stupid nonprofit ads

Uncle Maynard's

Jeff's Inferno

Blog powered by Typepad