Fundraising Talks
News and updates from the USM Office of
Advancement Research
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 |  | Reed Hastings, Netflix cofounder, recently announced that he pledged $1.1 billion in company stock to the Silicon Valley Community Foundation. However, the announcement was met with criticism when it was revealed that the funds would be deposited into DAFs rather than given directly to nonprofits serving the community. DAFs offer immediate tax benefits and privacy but have faced backlash for potentially delaying funds' distribution to nonprofits. However, recent studies show DAFs are gaining popularity, particularly among mid-range donors with assets under $50,000. In this article, Forbes asks "Are DAFs dodgy loopholes that help the rich get richer while diverting money from doing good? Or, are DAFs laudable innovations that help people be more generous and direct more resources to the social sector?" and concludes that they are both. The majority of the criticisms for DAFs concern the way the wealthy use them, as it is difficult to gauge the positive impact of these contributions. However, despite this, data shows that most DAF holders are actively granting funds. The convenience and flexibility of DAFs are attractive to many donors, although discussions about imposing minimum payout requirements for larger accounts continue. Click here to read the full article.
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This article from APRA Connections delves into the use of affinity scores to segment prospects based on their relationship with an organization. Affinity scores encompass various engagement indicators, such as volunteer activities, giving levels, and event attendance, providing insight into a prospect's likelihood to give and level of involvement. In the article, the UNC Health Foundation at UNC Chapel Hill shares its experience in developing a bespoke affinity score centered around patient connections, utilizing data points from past campaigns, and patient information. By assigning scores and creating engagement segments, organizations can effectively prioritize prospects and tailor outreach efforts, leading to more successful fundraising outcomes. Click here to read more. | | |
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As we know, recognizing donors is a big step to foster long-term support for our organizations. In recent years, remote donor management and digital donor appreciation has become increasingly popular thanks to its convenience and cost-effectiveness. This article from AFP Global discusses three creative ways your organization can increase its digital donor recognition. First, send thank you e-cards that are branded and personalized. Next, use social media to highlight your donors through testimonials, donor recognition videos, and donor spotlights. Finally, create donor-exclusive content such as e-books, exclusive newsletters, and behind-the-scenes updates and tours. Click here to read the full article.
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Digital marketing encompasses any activity that occurs on digital channels such as social media posts, website content, email campaigns. In this day and age, digital marketing is a must-do for advancement offices. This article from CASE highlights three key digital marketing tactics: lead generation, re-targeting, and re-marketing and their applications in advancement campaigns. Additionally, the article discusses three advancement challenges that can be solved by digital marketing. First, you can reach a broader donor base that includes alumni you may be missing. Second, you can keep up with changing donor behaviors. Third, you can retain and engage your key donor groups. Digital marketing offers cost-effective solutions to reach donors where they are, ensuring sustained engagement and long-term success in fundraising. Click here to read more. | | |
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EverTrue conducted a study of 9,600 major donors who gave $50,000 or more, excluding bequest gifts. The following key trends emerged:
- The average age for first-time major donors has risen from 55 to 66 over the last two decades.
- Thirty-two percent of major donors are friends of the institution, signaling potential in expanding donor outreach beyond alumni to include friends and community members engaged with the institution.
- Twenty-seven percent of major donors contribute a significant amount as their first gift to the institution.
- A focused view shows that many donors transition to major giving in less than 10 years, with recent trends indicating a shift towards quicker transitions to major giving, suggesting evolving cultivation strategies.
In this article, EverTrue dives deeper into these findings and discusses what they mean for organizations and fundraising. Click here to read more.
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