2008 Giving Trends and Your Nonprofit Accounts

If your nonprofit accounts are looking for demographic data and information on the best way to reach consumers, check out the recently released DonorPulse survey.

Here's a profile of the typical consumer who donates to charitable organizations:

  • Married 60%
  • Conservative 37%, Moderate 37%, Liberal 26%
  • No children living at home 64%
  • College educated 54%
  • Average annual giving $2,140 ($940 to churches)

Here's a list of the methods of contact that motivate consumers to give:

  • Fundraising event 39%
  • Letter 37%
  • Workplace event 20%
  • Telephone call 20%
  • Magazine, newspaper or newsletter article/​ad 13%
  • Email 11%
  • TV show/​ad 11%
  • Website 11%
  • Radio 9%

It's crucial to work with your nonprofit clients to properly target consumers because up to 57% of donors indicate they will be giving less in 2008.

[Source: 2008 DonorPulse Summary Report]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.