UK: the portrait of the 21st Century Donor

More engaged, more discerning and more in control than her 20th Century predecessor. This is the donor of the 21st Century according to the report “The 21st Century Donor” published on septemebr 4th by the nfpSynergy, a reaserch consultancy for the non profit sector based in London.

Purpose of the report is to enable charities of all sizes to think about the future and the fundraising strategies they will need to maximise income so as to meet the challenges ahead.

“In the world of the 21st Century Donor there is no such thing as donor fatigue, only fundraising fatigue” state the authors of the report, claiming that six cultural attitudes have an impact on how people today give: the cult of the individual, the rise of mass affuence, the expectation of choice and the need for istant gratification, the rise of the baby boomer, the cost/benefit equation that drives busy professionals and Internet.

NfpSynergy gives charities ten suggetions to raise money from the 21st century donor effectivly:
1 – Become as distinct, competitive and appealing as the best commercial brands;
2 – Demonstrate and communicate value-for-money and impact;
3 – Engage donors by motivation and giving “products”;
4 – Offer a wider choice of giving products which match donor’s motivation;
6 – Blur the boundaries between giving and living;
7 -Stress what a donor can expect out of the giving experience;
8 – Appeal to specific and defined target audiences;
9 – Woo more big givers via the offer of recognition;
10 – Integrate the experience of giving time, money or activism.

www.nfpsynergy.net