Older donors most generous

September 1, 2010

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Baby Boomers and older donors are the most valuable givers and mainly give through the mail to nonprofits, which should focus their fundraising spending on the donors and giving channels that generate the biggest return now and perform the best, a new study says.

And donors prefer to give to charities that spend money on good management and fundraising, says Heart of the Donor: Insights into Donor Motivation and Behavior for the 21^st Century.

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Source: Philanthropy Journal

Companies Mentioned:

Russ Reid

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New Survey Gets to the 'Heart of the Donor'
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A new research study was released today that may change the way many nonprofits approach their fundraising budgets. The report, Heart of the Donor: Insights Into Donor Motivation and Behavior for the 21st Century, uncovers valuable insights on donor behavior and preferences as well as insight into age, demographics and other factors.

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Loyal donors are being conservative but holding on. Since the spring, we have seen a slight increase in giving in some audiences but not all. And in certain cases, we have been able to reactivate lapsed donors by decreasing the gift asks.

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