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Donor Trends

Thursday, July 28, 2011 @ 8:45:00 AM - Written by Laura Cootsona
From FundRaising Success
Donor Giving Trends for Today and Tomorrow, Part 2
July 13, 2011 By Joe Boland

According to Russ Reid’s Heart of the Donor report, people research charities in the following ways:
•    talk to someone who supports the charity;
•    62 percent of respondents visit the organization’s website, and 56 percent search the Internet for news;
•    check with watchdog organizations (i.e., Charity Navigator, GuideStar);
•    visit the organization in person.

Despite more research and more demands for efficiency, Holman said, “the No. 1 reason people make gifts is belief in the mission of the organization.” Thus, some traditional trends are still true:
•    Lower-income people tend to be more generous than higher-income individuals.
•    The most generous donors are more likely to give by mail and less likely than average to give online.
•    More generous donors are more intentional about planning their support.
•    Giving still happens because donors are involved with organizations — 42 percent of donors volunteer with their organizations, Holman said, and “78 percent of high-net donors still volunteer — often as board members.”