For nonprofits that rely on public donations, it is imperative to know the type of people most likely to provide support, and the best ways to reach them.
Research accomplishes the first goal. Crafting website content and marketing campaigns to appeal to specific demographics can help with the second.
Need a head start on that research? A new Fidelity Charitable study called “Women and Giving” concludes that millennial women are more likely to give, and to encourage others to support the organizations they like. More than 70% responded that they feel that charitable pull, as opposed just 48% of women in the Baby Boomer age range.
This is important not just for the direct financial support they provide, but also for their willingness to sing the praises of their favorite nonprofits, providing the kind of person-to-person marketing that other organizations have to pay to receive.
And in case you’re not sure of the age ranges of these groups – in this survey millennials were defined as those born between 1980 and 2000, while Baby Boomers were defined as those who were born between 1946 and 1964.
Among the study’s other findings:
- Organizations that assist with the provision of food and health care ranked high with both groups
- Millennials are more likely to give at point-of-sale opportunities, such as a supermarket checkout line
- Women are more likely to “give with their heart,” while men “give with their head”
If that last one sounds sexist, take it up with Fidelity Charitable.
Has your nonprofit website been written and designed to appeal to those who are most likely to give? That means blogs and other content that caters to their interests and lifestyle, and the promotion of donor options that makes it easier for them to give.
If it’s time to consider a new or revised website, the 360Civic Helping the Helpers (HTH) program offers a hassle-free and economical option for achieving this goal. We will design, develop and customize an appealing and efficient website to fit your specific needs. Then we’ll deliver it to you, without monthly fees or surcharges, at a price you can afford.