Let’s face it – statistics are dry for most of us. Who wants to look at numbers when you can be out raising awareness and working with others dedicated to your cause? But the truth is that knowing the demographics of your organization and its donors can greatly enhance your fundraising efforts. Here are some questions to ask that can help you plan for the future:
Who makes up the greatest percentage of your organization’s gifts year-over-year? Individual donors? Corporations? Across the board, individual donors tend to make up a larger percentage of gifts, but it’s important to know these numbers for your own agency.
What percentage of your donations comes from women? According to the U.S. Department of the Interior, women are gradually becoming more likely to give to charity than men. Do you have special fundraising campaigns targeted towards women?
What percentage of your yearly donations is from established donors? What percentage is from new or one-time donors? It’s always best to build up your base of established donors significantly while also attracting new ones.
How much money is raised from each individual special event or fundraising campaign? Which ones do better than others? Would it make sense to add or subtract events or change their focus?
How much money do you raise each year from baby boomers? According to the U.S. Department of the Interior, baby boomers donate a sizable amount of money compared to other generations. Targeting fundraising campaigns and athletic charity events to this segment of the population could boost your fundraising results significantly.
Although it may seem tedious to dig up these numbers, doing so can help you develop a more informed, targeted fundraising plan. If you already do this, please share other demographic trends that you examine and how often you pore over your statistics.