Transcript

Donor Motivation

DONOR MOTIVATION DESIGN BY LIZ CORMACK EMERSON COLLEGE 12 ACQUAINTANCES CHAMPIONS 33% COLLEGE 31% ALUMNI DONOR SEGMENTS FRIENDS 36% ACQUAINTANCES 5% DONATED TO THEIR COLLEGE IN THE LAST 12 MONTHS 86% NEVER DONATED TO THEIR COLLEGE $35 TOTAL ALMA MATER DONATIONS SINCE 2006 S6 AVERAGE ANNUAL DONATION (INCLUDES NON-DONORS) • HAD A PASSING RELATIONSHIP WITH THEIR COLLEGE, • MINIMAL ATTACHMENT AS STUDENTS AND EVEN LESS NOW. • PROVIDE LITTLE TO NO FINANCIAL SUPPORT $45 AVERAGE SIZE OF DONATION AMONG DONORS TOTAL DONATIONS TO ALL $1,300 CHARITIES IN 2010 FRIENDS 24% DONATED TO THEIR COLLEGE IN THE LAST 12 MONTHS 56% NEVER DONATED TO THEIR COLLEGE $459 TOTAL ALMA MATER DONATIONS SINCE 2006 • PROUD GRADUATES WHO REGULARLY DONATE • MORE INTERESTED IN OTHER PHLANTHROPIES • SUPPORTING THE COLLEGE IS MORE OF A DUTY RATHER THAN A PASSION AVERAGE ANNUAL DONATION $79 (INCLUDES NON-DONORS) $197 AVERAGE SIZE OF DONATION AMONG DONORS TOTAL DONATIONS TO ALL $2,750 CHARITIES IN 2010 CHAMPIONS 24% DONATED TO THEIR COLLEGE IN THE LAST 12 MONTHS 56% NEVER DONATED TO THEIR COLLEGE $1.015 TOTAL ALMA MATER DONATIONS SINCE 2006 • STRONGEST ADVOCATES FOR THE $172 AVERAGE ANNUAL DONATION COLLEGE. • VALUE THE PROFESSIONAL AND SOCIAL BENEFITS • MOST LIKELY TO DONATE AND THE LARGEST AVERAGE DONATIONS (INCLUDES NON-DONORS) S354 AVERAGE SIZE OF DONATION AMONG DONORS $3,059 TOTAL DONATIONS TO ALL CHARITIES IN 2010 WHEN DID YOU LAST DONATE? CHAMPIONS FRIENDS ACQUAINTANCES PREVIOUS YEAR 32% 24% 5% 1+ YEARS AGO 20% 20% 9% HAVE NEVER DONATED $354 $197 CHAMPIONS AVERAGE ANNUAL COLLEGE DONATIONS 2006 - 2010 FRIENDS $45 ACQUAINTANCES $1,603 CHAMPIONS FRIENDS $2,750 $1,300 TOTAL CHARITABLE GIVING ACQUAINTANCES

Donor Motivation

shared by kcatoto on Jan 31
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The findings suggest that segmenting and communicating with potential donors based on a set of motivational characteristics may be more effective than segmenting them by class year, academic major, ge...

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Humor
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