There’s a new individual giving report, and the good news is that household charitable giving is on the rise. The bad news is that over 80% of new donors don’t give to the same nonprofit again the following year. The biggest difference maker? Treating donors as individuals, understanding their motivations, and reinforcing how your work connects to their personal identity. In other words: personalized, story-based communication.
Today, for example, people are generously donating in support of Ukraine, which is on our minds because of the invasion, violence and humanitarian crisis we are witnessing. For Boris, the crisis in Ukraine goes much deeper than what we are seeing on TV, but how likely are most people to continue giving when another crisis dominates headlines? Are we just locked in a cycle of emergency response giving?
Tim Sarrantonio, the Director of Corporate Brand at Neon One, an integrated network of products and support for nonprofits, knows that finding accurate data and making connections between data and the broader story is the key to successful nonprofit fundraising. Neon One’s data report, Donors: Understanding the Future of Individual Giving, was released on March 8. He’s here to talk about what they discovered.** Episode Links and Shownotes: https://nphf.show/ep51 **
What we’ll be discussing:
• Where to find strong, relevant and timely data about individual giving behavior
• What objective data says about what’s actually happening now
• How data and storytelling come together to improve donor retention