Charitable Givers Getting Younger

As the face of the U.S. changes, so does the demographic profile of charitable givers. The just-​released survey from the Association of Fundraising Professionals-​Greater Philadelphia Chapter focuses on donors located in the Delaware Valley. However, the results can be applied to other regions.

About 61% of fundraising professionals report that donors are getting younger and more ethnically diverse. At the same time, donors are more accepting of societal differences and this fact may make them willing to give to a wider variety of charities.

In the past, pitches for donations may have included an emotional appeal. Today, only 38% of fundraisers believe that donors are making commitments based on emotion. For 61%, the commitment to fund a cause has more to do with careful thinking. These donors want to know they are making a difference in the world and they want organizations to be held accountable about what they are doing with the funds they’ve been given. Fundraisers say it’s time to let go of the image of donors as wealthy white men. More organizations are reaching out to a variety of donors directly through social media and that shift is making causes ‘accessible’.

About 20% of the consumers who support health and disease charities (non-​cancer) have incomes over $100,000 according to AudienceSCAN. 40% of these audience members are under age 45. Health and disease charities may want to team up with local retailers for fundraisers. Over 28% of consumers who give strongly agree that they would shop at a different store to support an important cause or charity. These consumers fiscally minded and over-​index in their intent to purchase stocks and financial/​retirement planning services in the next year. As such, they may be very interested in the tax deductions their charitable giving will result in. Nearly 2/​3 of these consumers indicate they have started an online search as a result of ads or newsletters mailed to them in the past year.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

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.