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Who Are Your Hidden Heroes?

@_GoodWorks Who Are Your Hidden' Heroes? 3% of the donors on your direct response database can add 30% to your non-profit's net revenues this year HERO Donor def n: The everyday, or 'ordinary' donor, who makes an average gift in the amount $35 to your organization, yet also has the capacity to make donations greater than $500. Of the 27 million adults in Canada... ..8.1 million make donations to charity through mail each year ... 1.1 million made a single gift of $500 or more to charity When it comes to gifts through direct mail of 'ordinary' donors make single gifts in the amount of $500 or more 17% 11% of these 'ordinary' donors had given more than $1,000 cumulatively to various charities in a year A. They'll either keep you on their list and give more Donors are proactively shortening their lists of chosen charities - and giving MORE to the charities who stay on their shorter lists. This means that your donors will do one of two things to you: B. They'll pitch you overboard and stick with someone else Your 'ordinary' donors are another charity's HEROES $1.8 million give only $500,000 to you Donors in your direct mail database Total donations given by those donors Finding More often university educated your Tend to have household HEROES incomes in excess of $75,000 +$75,000 Attend religious services three times 3x more frequently than ordinary donors Support 20 or more charities than donors who gave a smaller amount Women outpace men as $500+ donors at a ratio of 2:1 Let's imagine a charity with a direct mail donor file of 25,000 active annual giving donors HERO-NOMICS These donors give 1.3 gifts of $35 per year 25,000 donors on average, resulting in a gross revenue of $1.14 million $1,140,000 This same charity can convert 2% of its donors 25,00o donors to annual giving at the $500 level - and 1% to the $1,000 level $1,600,000 What are you waiting for? The math is pretty simple. By converting 3% of your 'ordinary' donors to HERO donor status, you can increase your charity's net revenue up to 30%. That's astounding growth. It's time to find your HEROES. Want to read more about finding your HERO donors and good works how this could help you grow your direct response fundraising program? Visit to download the white paper or contact Fraser Green COopwoRK FACT

Who Are Your Hidden Heroes?

shared by GoodWorksCo on Mar 06
HERO giving is all about tapping the extraordinary potential of the everyday donor. There are already donors in your database who make average gifts in the amount $35 to your organization, yet we ...


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