Year End Giving

Tip #3: Focus on female donors

September 26, 2018 | Laurence A. Pagnoni

This is part three of a four part series on year-end giving tips.

To read Tip #1, click here.

To read Tip #2, click here.

 

Many nonprofits receive 40 percent or more of their annual fundraising in the final weeks of the year. Start planning now – don’t wait until it’s too late.

I have a few really hot “tips” for you about year-end giving, but first, here’s the data supporting the “tips.” By sharing these first, my “tips” will be self-evident.

  • Charitable gifts were up 3% last year, and wealthy individuals were responsible for most of the increase.
  • Baby Boomers are today’s major donors. They comprise only 34% of all donors, but are giving 43% of the money.
  • 64% of all charitable gifts are made by women, and older women are more likely to give and give more than their male counterparts.
  • 89% of high net-worth individuals volunteer with nonprofits.

With these four statistics in mind, here we go…

 

Hot Tip #3

Are pictures of girls and women in your promotional materials positioned in a way that invites the attention of new female donors? I suggest that you gather testimony from existing female donors about why they give and post them at your website. Feature their stories by making two-minute videos in which they share what draws them to your work. Given the statistics above, I would urge your year-end drive to be sensitive to this approach.

Laurence A. Pagnoni

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