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The Blackbaud Institute Releases New Research on Donor Demographics and Expectations
Report Provides Insight on How Nonprofits Can Prepare for the Changing Fundraising Environment CHARLESTON, S.C., Nov. 2, 2021 /PRNewswire/ -- The Blackbaud
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[{"type":"text","content":"Report Provides Insight on How Nonprofits Can Prepare for the Changing Fundraising Environment\n\n\nCHARLESTON, S.C., Nov. 2, 2021 /PRNewswire/ -- The Blackbaud Institute, a research division of Blackbaud (NASDAQ: BLKB), the world's leading cloud software company powering social good, today released a new report, Tipping Point: Aligning with Supporters in a Changing World. The Blackbaud Institute worked with Edge Research to conduct the survey of more than 1,160 nonprofit professionals and more than 1,000 donors between June 28 and July 23, 2021. The results of the survey reveal a disconnect between organizations' evaluation of their performance and donors' experience.\n\"In a time where complexity demands new thinking, this new research can help decision-makers in the social good sector understand what supporters value most,\" said Ashley Thompson, managing director of the Blackbaud Institute. \"Our hope is that this report will help leaders identify performance gaps and shift their focus to high-return areas so they can adapt to today's changing landscape more effectively.\"\nHighlights from the report include: \nChanges in Donor Behavior and Demographics:\nMore Donors and Increased Donations: The research shows that nearly half of nonprofit professionals reported increases in the number of new donors—possibly signaling a departure from the decade-long trend of diminishing numbers of donor households. New Donors and More Diversity: Among new donors and donors who gave more since March of 2020, young people and donors of color showed up more prominently than older generations and white donors. Unique Donor Retention Opportunity: Historically, \"crisis\" and so-called \"episodic\" donors are difficult to retain. However, the study reveals that one-third of donors who gave to a new nonprofit also said they are very likely to continue giving. Rapid Evolutions of Donor Engagement Preferences:\nPersonalization and Donor Affinity: Donors who received personalized content from their favorite organizations said they were more likely to give those charities high scores on various attributes, including the extent to which the charity \"pulls on their heartstrings,\" creates engagement opportunities and makes them feel appreciated. Technology Adoption: Donors who rated their favorite organization as an early technology adopter also gave t...