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Supporting Your Faith with Fiscal Accountability

Testimonials

I am so much more comfortable with how our finances are now being handled. Thanks for your help!

Dr. Randy T. Hodges, Senior Pastor
Hernando Church of the Nazarene

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Do You Relate to Donors of All Ages?

If your organization is donor dependent, you know the importance of your patrons. You acknowledge their gifts to express your sincere appreciation and to ensure they’re able to claim their tax deductions. You send out newsletters to keep them informed and invite them to your special events. But do you really know if you’re connecting with them?

A new report released by Blackbaud, “The Next Generation of American Giving” suggests that if you know whom your donors are—the events and experiences that shape their perspectives on life—your charity can relate better to them, and then provide the information and donation opportunities that appeal most to their generational profile.

Different generations exhibit different interests and giving preferences, and include:

  • Generation Y, sometimes called “millennials,” age 18 to 32, hold interests and giving preferences considerably different from the more mature generations below. Studies show that young adults today give money primarily to child- and health-related charities. This generation prefers to make their donations by phone, workplace, retail purchase or on your website. Be sure to notify Gen Yers of the impact their donations made to your cause.
  • Generation X, age 33 to 48, typically donates more to charities than their younger counterparts and also wants to know their gifts made a difference. The bulk of this group gives to health charities, places of worship and local social services. More than half of this generation donates goods, but those who give cash prefer to do so through the workplace, retail purchase, by phone and on your website.
  • Baby boomers, age 49 to 67, are the largest group of donors; amounting to 43% of total giving. Their recipients of choice tend to be places of worship and local social services. Few like to make donations via their smart phones, though. Instead, they prefer to give at the workplace, through organizational websites, in response to direct mail solicitations and to honor or pay tribute to others. Many also give monthly to organizations they deem worthy, and are less concerned about the impact of each gift.
  • The Mature Generation, age 68 and up, possess less discretionary income than their children, but nearly half of them volunteer for causes they believe in. Direct mail solicitations capture their interest, and they enjoy honoring or paying tribute to others through gifts. 

Understanding your donor demographics enables you to interact with your benefactors in ways more relevant to them.  Seniors may not care about your Facebook page and Twitter account, but if you need help in your thrift store or organizing an event, they’ll likely be delighted to offer their support. So while you’re using social media to build relationships with your youngest donors, don’t forget to reach out to the other generations in ways they can relate to.

If you need help accounting for the donations you receive, or advice on internal controls or other management matters, Online Stewardship Accounting & Consulting Services is here for you. Contact us at Lynn@OnlineStewardship.com or 904-398-4747. 

 

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