This news release summarizes findings from Russ Reid’s “Heart of the Donor” study of donor motivation and behavior. Some good statistics here, especially regarding giving in response to the Haiti disaster. Other information, such as, “if the goal of a nonprofit is to effectively target today’s best donors, then they should focus significant and smart attention on the donors giving the most money – seniors and boomers,” reinforces fundamental fund-raising practices.
Russ Reid’s report, unveiled and discussed today at the Direct Marketing Association Nonprofit Federation conference in NYC, can be obtained at http://heartofthedonor.com.
Funding should NOT be a popularity contest.
- February post in which I express my concerns, arising from the Chase Community Giving and Pepsi Refresh contests, among others, regarding matters of “popularity” (read: shamelessly seeking votes online for funding) and the dissolution of grantmaker/grantee relationships.
- Related posts: about Target’s online charitable initiatives and an April NPR story.
[There are times when I truly miss wearing the director of development (fundraising) “hat” on the staff of a non-profit organization. This would not be one of them.]