Australians are more likely to be ‘opportunity givers’
New research from McCrindle* shows that Australian givers are more likely to be ‘opportunity givers’, which means they give when the opportunity arises and when they hear of a need rather than being ‘committed givers’, who give regularly.
Gen X and Gen Y are even more likely to be opportunity givers compared to older Australians.
Three things this means for your charity:
- Share your charity’s story often – You never know where your next donor will come from, so look for opportunities to share your charity’s story regularly and in varied scenarios– informal chats, social media, newsletters, networking, events, media and so forth.
- Ask for donations, often – Your donors need to be asked, and often. People connect with you because your cause is important to them. Tell donors about the need and how they can help. Give them opportunities to contribute with their time, treasures and talent.
- Focus on relationship – Donors, especially younger donors are not necessarily loyal to one or two organisations – which means donors can shift (and start giving) to your organisation at any time. It also means that they can shift away from your organisation at any time. Donor engagement is more important than ever. Build a relationship with your donors and connect with them so they become more than just a donor.
Having a robust fundraising program with multiple ways of giving, including one-off and regular giving, gives you the best chance of success. If you want to chat about what’s missing in your fundraising program, get in touch.
Joy
*Research from McCrindle – Australian Communities Report 2021