Donors Now And Beyond: Fundraising For The Generations

The holidays and change of seasons is a time many charities use for a fundraising advantage, linking the fall and winter holidays and weather to themed nonprofit events.  Despite the 1.5 million nonprofits nationwide hosting at least one major event and several smaller ones, the need for funds frequently exceeds funds raised, and neither the desire nor the determination to help the community diminishes.

Successful nonprofits stay in business when they look beyond both their community’s current assistance needs and their own financial ability to provide that assistance. Predicting future disasters, emergencies and misfortunes is an inexact science, but engaging future generations’ interest in charity events is very manageable.

Three ways to engage: from a group of donors to a fundraising family

Help current donors create a legacy of giving

Reach out to your current donors using donor management software, and offer to help them create a legacy of giving through their wills, charitable trusts, deferred gifts and estate planning. Sponsor free sessions with planning specialists to guide donors and assist with any questions they have about the documents, tax issues and asset use. Open these sessions to donors’ family members so they gain a solid understanding of your organization’s values and ask their input on how to utilize the funds.

Use the power of social media

The next generation of donors is mobile and wants fast answers and faster donation methods. Offer them both in your organization’s online presence, whether it’s selling event tickets online, peer-to-peer fundraising or crowdfunding. These methods provide immediate access to your charity and give younger donors the opportunity to share (and brag) about their socially responsible standing in the community, and engage their peers to join their efforts.

Start them as volunteers, and the funds will follow

Many charities ignore the newer generation of donors, assuming they don’t donate because of their age, post-college debt, lower salaries and desire for the latest electronic gadgets. But statistics tell a different story: 75% of people in their 20s and 30s donate money to charity; their contributions tend to be $100 or less, they tend to give to personally meaningful causes and they do more research on charities before giving than their elders. Engaging younger donors as volunteers first highlights your organization, offers opportunities to make a difference on a local level and markets the positive similarities between your charity and their character. Once enlightened, the younger donor is likely to remain and remember to write those checks regularly.

Process Donation’s platform provides a start-to-finish fundraising framework. From branding your event, selling tickets online and managing and volunteer assignments to staff communications, real-time donor information tracking and sending those important thank-you emails, our software is the additional team member every event manager wishes for after the event. Contact us for information and a free demonstration, and grow the next fundraising generation.

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