As a nonprofit, you know the importance of personalized direct mail. Most likely, you are already personalizing your mailers by the donor’s name, giving history, and often household income. But are there other data points that could help? Here are some exciting statistics that, while they may not all apply to your organization, illustrate how important it is to know as much as possible about your donors. You never know what data might be vital to increasing their support.
Should you be targeting Millennials? Not necessarily. Millennials (those born 1981–1995) are more socially-minded than older generations, but does this mean they are a fundraising gold mine? Actually, no. According to Blackbaud, Millennials aren’t significant givers. On average, they give $481 per year, compared to $732 for Generation X and $1,212 for Boomers.
Mac users are more generous. On average, Mac users give $182 per donation, while PC users give $137. This reminds us that correlations related to giving can be found in the most unexpected places, so dig deep!
Add video. According to Olgive, 57% of people who watch a nonprofit video will ultimately donate. Use print-to-mobile tools like QR Codes and augmented reality to enable donors to feel more personally connected to your cause.
Be mobile-friendly. According to Nonprofits Source, 51% of people visit nonprofit websites on mobile devices. Even if you send your appeals through the mail, make sure your website is optimized to look fantastic regardless of what device people use to access it.
Don’t overlook lower-income households. If you think the more money someone has, the more likely they will reach into their pockets, you’d be wrong. In one survey, households making $25,000 per year gave an average of 12.8% of their annual income to charity. This is the highest percentage (and nearly double that) of any other income demographic.
All of this points to the need for more and better data. Every nonprofit’s donor base will look and act differently, so before mailing out that appeal, invest the time to understand yours.
