Backyard Philanthropy
  • According to Phillip Johncock in Grants & Fundraising, corporations usually give “where they are. “This means that corporations are interested in philanthropy in their backyard.
  • According to non profit marketing zone 80% of the people in the United States give to non profits.

Keep In Mind
  • Real donor stories work much better than fictional, composite stories.
  • For ads and letters to those over 40, a larger font is needed to get them read.
  • Donors usually give to things or causes that are important to them, not for the benefits.
  • The best source for information about a prospect is the prospect.
  • Organizations will not usually get the gift unless they ask for it. So, ask!

Related Stats
  • 86 percent of wealthy donors said they are most motivated to give by the notion of “meeting critical needs” and 83 percent said “giving back to society” is motivational.
  • 80 percent of wealthy donors surveyed said they are most likely to make contributions to educational organizations, with religious (72%) and health organizations (70%) following in popularity.
  • In a study sponsored by Ronald McDonald House Charities, 93 percent of Americans surveyed believe it is important to promote volunteerism. However, more than half (51 percent) said they’d rather read, watch TV or visit the in-laws than volunteer for charity.
  • 42 percent of people surveyed said personal connections inspire them to volunteer, while another 40 percent said community involvement was the driving force

Always Remember
  • People like to give to people, not organizations or statistics. Many of the causes we support have staggering statistics behind them. While these numbers may be powerful, they are not necessarily relatable. Tell a story instead of or in addition to those elevator-pitch stats. Highlight one person affected by the situation you're working on. Show how one person (potential donor) can affect someone or something real (constituent, animal, volunteer, etc.).
  • People need to be asked to give - we all know how difficult it is to "make the ask" for a donation. You don't know whether the person will say yes or not. But, that doesn't make the ask any less necessary! Be sure to include a definite call to action in your communications andeb copy. The process should be easy and clear to follow through with - if you're appealing for donations for your new campaign, ask for donations! 
  • Fundraisers need to be coaxed - one beautiful thing about the Internet is the presence of champions to do the fundraising for you. That doesn't mean your Facebook fans are telling everyone they meet about your organization just out of the goodness of their hearts. Rather, you need to empower them and compel them to champion your cause. Maybe you're supplying regular facts or tidbits to spread or are sending an advocacy alert. The best way to get action is to make that action easy. 
  • Fundraisers will perform better if part of a fundraising team-This principle does not necessarily apply to all nonprofits, but it's certainly something to consider even if you're not in a position where walk-athons, bike-athons, et cetera-athons are a good fit. People are more likely to take action and encourage others to take action if they feel like they are part of something bigger than themselves. 
  • Fundraisers need to be recognized and feel valued - when someone volunteers at your event or mails a donation, you (hopefully) thank that person. Make sure you're treating your digital supporters with the same respect and gratitude: Just because a donor clicked or button or asked a friend via Twitter for support doesn't mean any less effort or support than if he or she stamped an envelope with a check enclosed.

Impact Of The Internet & Social Media

  • Online search marketing will surge in popularity and help the acquisition process.We’ve all used Google or another search engine to find information online. Paid search — contextual listings, paid inclusion and search-engine optimization — grew by 33 percent in 2005 over 2004, according to Forrester estimates, and will continue to grow at a rate of 10 percent each year, “powering search to more than $11 billion by 2010.”
  • What does this mean for fundraisers? People searching for the latest information on cancer research or a natural disaster are prospects prequalified to become donors. If they’ve taken the trouble to search, you can assume these searchers are prime prospects to receive your paid, online ads designed to nudge them over to your Web site where they can put their interests into direct action. Paid search enhancements now can be targeted to specific demographic attributes, behavior and even previous search inquiries. This means that fundraisers can deliver text, audio and video messages with increased sophistication online.
  • In four years, 13 percent of all consumer retail and travel dollars will be spent online. Already, 40 percent of U.S. households have made purchases via the Internet. The Forrester research also shows online buying is surging. What does this mean for fundraisers? Forrester reports current usage statistics that can be easily translated to the fundraising enterprise. For example, of online consumers today, 42 percent have e-mailed a customer-service inquiry, while 33 percent have tracked a package, 28 percent have searched for free offers and coupons, and 22 percent have visited comparison-shopping engines. These online behaviors translate into donor-service inquiries, contribution tracking, matching-gift offers and “where best to give my money” inquiries. Today’s trend-setting fundraisers are developing online tools that will empower their donors to do all of these things quickly and easily using the Internet.
  • Online giving is rising dramatically, especially during high-profile events such as disasters, political campaigns and targeted multi-channel media efforts that draw attention to a particular cause or campaign. The challenge for fundraisers is to make certain that we’re prepared. Forrester suggests commercial marketers adopt a “war room” mentality to harvest response. Fundraisers should do the same, arming themselves with systems that fully integrate online, direct mail and the telephone into a seamless fundraising structure designed to make giving as easy as buying a product or service.

Why Online?
  • Donors who are used to direct mail are aging. Wealthy people are increasingly likely to use the Internet to make their donations.
  • 65 percent of those 50 to 64 years old and 32 percent of those 65+ use the Internet. Only 22 percent of the 65+ crowd was online in 2004, and only 15 percent in 2000. (Pew Internet, Feb-March 2007)
  • Of those 65 years and older, 34 percent of men and only 21 percent of women are online. This is the only age group where men outpace women online. (Pew Internet, 2005)
  • There are 17 million Internet users aged 62+. They spend an average of 44 minutes per day online. Those online are better educated, have higher incomes, and are much more likely to be married and working. They also spend 70 percent more each month than those offline. Of those online, 59 percent use search, 43 percent gather news online, 38 percent research health information and 23 percent pay bills online. (Focalyst, April 2008)

Preference For Online Giving
  • 72 percent of those surveyed said donating online is more efficient and helps charities reduce administrative costs.
  • 51 percent of those surveyed said they prefer giving online.
  • 46 percent said that five years from now they will be making a greater portion of their charitable gifts online.
  • Only 40 percent of those surveyed said that most charity websites made them feel personally connected to their cause or mission.
  • 74 percent of those surveyed said it was appropriate for the charity to send an email reminding them to renew an annual gift.
  • 65 percent of those surveyed said they always open and glance at emails from causes they support.

Why Use Social Networking
According to an Inside Facebook report in March of 2009, there were more Facebook users 26-44 than 18-25. And in a separate report, they also noted that Facebook is seeing massive increases in adoption among users 35-65. The fastest growing demographic on Facebook is still women over 55.

Twitter (PEW research)
  • 19% of online adults age 18-24 have used twitter or something like it
  • 20% of online adults age 25-34 have used twitter or something like it
  • 10% of online adults age 35-44 “ “ “ “
  • 5% of online adults age 45-54 “ “ “ “
  • 4% of online adults age 55-64 “ “ “ “
  • 2% of online adults 65+ “ “ “ “
Even more…(SocialMediaToday)
  • 35% of twitter users live in urban areas
  • 9% live in rural areas
  • 17% of internet users in households earning less than $30,000 tweet
  • 10% of internet users in households earning more than $75,000 tweet
  • 76% of twitter users use the internet wirelessly
What about the average age of social networkers? (SocialMediaToday)
  • Median age of a twitter user is 31
  • Median age of a myspace user is 27
  • Median age of a facebook user is 26
  • Median age of a Linkedin user is 40
The average age of a social network user is 37 years old.

Amount Of Money Given To Charity By Country
  • The average annual contribution for contributors is $1,620.
  • Americans gave more than $290.89 billion to their favorite causes despite the economic conditions. Total giving, when adjusted for inflation, was up 3.8 percent in 2010. This slight increase is reflective of recovering economic confidence.
  • Without charities and non profits, America would simply not be able to operate. Non Profits are so big that during 2009, in the midst of a recession, total giving was still more than $300 billion according to Giving USA.
  • Total giving to charitable organizations was $290.89 billion in 2010 (about 2% of GDP). This is an increase of 3.8% from 2009 when giving was $280.3 billion.
  • 35% of all donations, or $100.63 billion, went to religious organizations (up only 0.8%). Much of these contributions can be attributed to people giving to their local place of worship. The next largest sector was education with $41.67 billion (up 5.2%).
  • Revised Giving USA data shows that total giving has grown in current dollars in every year since 1954 except for 1987, 2008 and 2009.
  • 33% of Americans are willing to consider a charitable bequest.​
  • Historically, charitable giving rises about one-third as fast as the stock market.
  • Charitable giving accounted for 2.2% of gross domestic product.
  • It is estimated that between $6.6 trillion to $27.4 trillion in charitable bequests will be made between 1998-2052.
  • It is estimated total charitable contributions will total between $21.2 to $55.4 trillion in between 1998-2052.
  • 57 percent of corporate foundations expect to increase their giving in 2007.
  • There are approximately 1,010,400 charitable organizations in the United States.
  • There are approximately 355,000 religious congregations.
  • The nonprofit sector employs 10.2 million people, accounting for 6.9% of the total U.S workforce.
  • 7 percent of Americans are paid employees of non-profit organizations.
  • The number of U.S. non-profits has doubled in the past five years.
  • The number of family foundations has increased 60% in the past six years.
  • 55 percent of Americans volunteer.
  • 83.9 million American adults volunteer, representing the equivalent of over 9 million full-time employees at a value of $239 billion.
  • The estimated dollar value of volunteer time is $18.77 per hour for 2006.

1,574,674 tax-exempt organizations, including:
    • 959,698 public charities
    • 100,337 private foundations
    • 514,639 other types of nonprofit organizations, including chambers of commerce, fraternal organizations and civic leagues.
(Source: NCCS Business Master File 08/2011)
  • In 2009, nonprofits accounted for 9% of all wages and salaries paid in the United States.
    (Source: BEA 2010)
  • In 2009, nonprofits accounted for 9% of all wages and salaries paid in the United States.
    (Source: BEA 2010)
  • Nonprofit Share of GDP was 5.4% in 2009. (Source: BEA 2010)
  • There are an estimated 278,772 congregations in the United States in 2010.
    (Source:American Church Lists)
  • Approximately 26.3% of Americans over the age of 16 volunteered through or for an organization between September 2009 and September 2010. This proportion has remained relatively constant since 2003 after a slight increase from 27.4% to 28.8% in 2003.
    (Source: Current Population Survey, September 2010)
  • Religious organizations received the largest share, with 35% of total estimated contributions.
  • Educational institutions received the second largest percentage, with 14% of total estimated contributions.
  • Human service organizations accounted for 9% of total estimated contributions in 2010, the fourth largest share.
(Source: Giving USA 2011)
Of total foundation giving in 2010:
    • 71% came from independent foundations
    • 9% came from community foundations
    • 10% came from corporate foundations
    • 10% came from operating foundations.
(Source: The Foundation Center)

Why TUF Works
  • 89% Of Parents With Children In School Made At Least One Fundraising Purchase.
  • 72% Of Non-Parents Made At Least One Fundraising Purchase. 
  • 78% Of Parents And 74% Of Non-Parents Agree: “Product Fundraising Sales Are An Important Financial Resource For America’s Schools And Youth Programs.”
  • 74 Percent Of Those Surveyed Said It Was Appropriate For The Charity To Send An Email Reminding Them To Renew An Annual Gift. 
  • 72 Percent Of Those Surveyed Said Donating Online Is More Efficient And Helps Charities Reduce Administrative Costs.
  • 89 Percent Of Households Give.

Other Fundraisers
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  • Profit Percentage:  $30 x 40% = $12
  • Profit Percentage:  $30 x 50% = $15

TUF Fundraisers
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  • Profit Percentage:  $300 x 30% = $90
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