Global Trends in Giving
The 2018 Global Trends in Giving Report is now available from Nonprofit Tech for Good. The Global Trends in Giving Report is a research project that seeks to gain a better understanding of how donors prefer to give and engage with their favorite causes and charitable organizations. Sponsored by the Public Interest Registry and researched by Nonprofit Tech for Good, the report summarizes donor data from 6,057 donors in 119 countries. The respondents were fairly evenly divided among Millennials (1981-1997), Generation X (1965-1980), and Baby Boomers (1946-1964), with a few older, and a very few younger. 44% of the respondents were from North America, with the remainder divided among Africa, Asia, Australia and Oceania, Europe, and South America.
Some of the fascinating findings from the report include:
This is radically different from the way most of us were taught to believe.
Here are some facts to consider next time you plan a free gift offer:
US nonprofits will probably be most interested in the responses from the 2,658 North American donors. Here are some cool statistics from North America:
- 73% of donors in North America are more likely to trust organizations that use the .org domain extension for website and email communications.
- 56% say they are most likely to give repeatedly to an organization if they receive regular communication about the work the organization is doing and the impact that their donation is making.
- 46% are enrolled in a monthly giving program
- While 22% donated on #GivingTuesday2017, 26% had never heard of it
- Only 15% are more likely to donate if they are offered a free gift, 5% less than the global average
- 36% donate to crowdfunding campaigns that benefit individuals
- 16% create online peer-to-peer fundraising campaigns to benefit organizations
This report clearly demonstrates that donors do not appreciate even personal phone calls, which they must answer on YOUR time schedule. While 2% of donors worldwide said they wanted a phone call, in North America phone calls did not rate even 1%.
Sending out reports on the success of your organization’s projects appears to be more effective than repeated solicitations.
Trust is vitally important to any request for donations. Since 73% of donors are more likely to trust organizations with a .org extension, and Microsoft has programs to provide free email addresses to nonprofits, it is absolutely a no-brainer that every nonprofit should have an email address that inspires trust by using the nonprofit name and .org extension. All of you using Gmail, Yahoo or (gasp) AOL, please take note.
Your organization can use the fact that 36% of donors give to crowdfunding campaigns. In fact, crowdfunding is so important to nonprofits that GoFundMe has a nonprofit arm called Crowdrise.
Nonprofits should use the fact the 16% of donors are willing to create online peer-to-peer fundraising campaigns to benefit organizations, and even encourage team competitions among your supporters’ campaigns.
Learn more in the March 23 Certificate class on Fundraising