Old Truths & New Ideas
Hello everyone,
I hope you are enjoying your day. I am back from a recent spring break vacation. It was a great trip and I had the chance to take my mother along with us. We plan to do this again as it was a real blessing and renewal for us, especially since my father’s passing. It was very appropriate seeing how spring is about renewal. This month I want to draw on that sense of renewal and share a few things from some recent research that illustrate renewal doesn’t always mean new,smile…
“Everything old is (re)new(ed) again”
This past month we saw the release of some ground breaking research on donor behavior that has been published by some major field journals. Key findings in this research won’t be new to you—they are what the field has been teaching about true philanthropy for years:
Donors gift first from emotions and then validate that through statistics and logic.
Warm glow is real – donors do give with a thought of how it will make them feel after they make the gift.
Every donor wants to know that their gift is truly making a difference and that we should inspire the lower level donor as much as the higher level donor in making a difference.
Now, for a couple of research findings that are “new” news:
Online donors make a decision to give within 15 seconds of coming to your site.
Oxytocin – a hormone – actually promotes giving behavior. Varied modes of giving and volunteering (variety) actually increase this hormone and cause people to give more, to a point. So mix it up a bit with how you engage people to give and volunteer.
So there you have it. The latest research that is making waves in the field is a good mix of “old” truths finding new audiences and some truly new ideas that we can add to our toolbox. I hope that you find some value in the articles I have attached and in the information above.
Warmly,
Jamie
Bits & Bytes Articles
Veritus Group. The Spirituality of Major Gift Giving. By Richard Perry & Jeff Schreifels. February 18, 2015.
This article reminds us of the important reality that charitable giving is as much about the donor as those who receive the gift. It blesses the giver and transforms lives.
Click HERE
The Nonprofit Times. Study Forecasts Rise in Giving. By Patrick Sullivan. February 24, 2015.
The Indiana University Lilly Family School of Philanthropy and the consulting firm Marts & Lundy recently released The Philanthropy Outlook: 2015 and 2016. This report highlights predicted trends in philanthropic giving for 2015 and 2016. Giving is analyzed in several buckets: individuals, foundations (community, private, family & corporate), estates (bequests) and corporations. Contributions from all sources of giving are predicted to grow in 2015 and 2016.
Click HERE
Guidestar. Questions I’m Most Often Asked About Boards and Fundraising. By Kay Sprinkel Grace. March 2014.
The author provides guidance on how to engage Board members in your organization’s Development program, on both sides of the equation.
Click HERE
How to Rally Gen Z to Your Cause
Expert advice for reaching those born around 1995 or later.
Tap youthful creative energy.
Ask young people to contribute their design skills to your cause.
"This generation wants hands-on opportunities to mash-up their own personal approaches to philanthropy and volunteerism," says Lee Fox, a marketing consultant and founder of PeerSpring, a website that helps connect young people with social causes. "They consider the contribution of creativity — their skill as a video editor, music producer, programmer, graphic designer, etc. — as valuable as money. Point out elements on your website that are free to download and personalize."
Don’t sugarcoat.
This net-savvy generation has grown up with a warts-and-all world at their fingertips.
"Give them facts," says Jamie Gutfreund, head of the marketing firm Deep Focus, which studies trends among youths. "Treating them as naïve will be out of step with their expectations."
Communicate in ‘microbursts.’
"Gen Z’s are used to the ever-changing flow of data and appreciate being ‘in the know,’ " says Ms. Fox. "Hit them frequently with illuminating, funny, or interesting facts — just limit the amount of text they have to read. A powerful image with a few lines of text, a short video, or even a quote in a fancy font can make the difference between a connected audience and one that has already forgotten about your organization."
Be transparent.
Companies that "apologize after mistakes get kudos, not jeers," says Aria Finger, president of TMI Marketing, the for-profit research arm of DoSomething.org. "It’s similar with YouTube stars who are open about who’s sponsoring or endorsing them. Instead of walking away, their fans respect these stars even more." People under 20, she says, "will see through any attempt to obfuscate."
Ditch gender stereotypes.
"For this generation, self-identity is less constructed by gender than for past generations," says Beth Kanter, the author and blogger. "Don’t design programs or activities that fall into a ‘pink is for girls’ and ‘blue is for boys’ dichotomy."
Use good design.
Charities must find a "distinct" style, says Ms. Gutfreund. Even if youth can’t articulate why they like something, she says, "their eyes know." Good design influences how they will perceive your organization.
