The landscape of nonprofit donor demographics is changing, as millennials and Gen Zers are increasingly becoming more engaged with organizations that they believe in.

Understanding donors’ motivations based on evidence is key to effective fundraising. On the surface, that’s a logical concept, but so many fundraising organizations overlook the importance of analyzing data and instead keep doing what they’ve always done – because it works every now and then.

Finding and retaining major donors can be challenging, especially in lean economic times. However, major donors who are committed to an organization’s mission and vision are likely to continue to support the organization – in good times and bad.

Last March, as the impacts of the coronavirus lockdowns were just beginning to be seen, we wrote here imploring nonprofits to hunker down, stay true to the mission, and keep on fundraising. It’s been a wild ride since then, but as the world starts to open back up, now is a good time to revisit that sentiment — and to craft a strong plan to move forward. 

Recently, Mark Gaskill, our vice president of research and marketing solutions, had the chance to sit down and chat with WJR’s Vanessa Denha Garmo. They discussed marketing strategy for nonprofits: how to make the most of your organization’s unique story, and how you can make your donors long-term partners in your organization’s mission. Below are some highlights from Mark and Vanessa’s conversation. 

As the coronavirus wears on worldwide, the conditions it has created is changing our behavior. The world has gone increasingly digital: conferences and meetings are now held virtually, grocery stores offer an increasing array of contact-free purchasing, and our favorite businesses and non-profits have faced an abrupt drop in revenue. Although data are still being released, early studies can tell marketers quite a lot already about the shift in consumer behavior, both in retail and fundraising spheres. 

Metro Detroiters have always known the power of collaboration. From the assembly line to the board room, we’re most successful when we work together. 

It’s not often you find someone that combines the knowledge and experience in providing measurable fundraising solutions and marketing expertise in a single individual. But we’ve found that in Austen Smith.

Study after study makes it clear that personalization is the reigning king of marketing. Organizations of all kinds are racing to develop the customer insights they need to single out individuals and create better, more personal user experiences. Non-profits can learn from these organizations and do the same to make their fundraising experiences more relevant to donors.

Our EVP of Marketing, Mark Gaskill, sat down with Sherri Welch from Crain’s Detroit Business for a Q&A on how nonprofits can strengthen relationships with donors to help recoup the loss of postponed or cancelled events because of the COVID-19 virus.  Mark’s recommendations:

COVID-19 and the quarantine are pushing us all to re-evaluate our fundraising efforts and find new ways to keep donors engaged. Trish Dewald, Executive Vice President Nonprofit Development for Phoenix Innovate and Jim Tedford, President and CEO of The Association for Animal Welfare Advancement discussed the issue via Zoom. Trish and Jim recommend that all fundraising organizations: