BUILDING ON AN ALREADY STRONG FOUNDATION

WE ARE FOCUSING ON DIGITAL TECH FOR COMMUNICATION AND ORGANIZATIONAL MANAGEMENT TO BETTER INFORM PHILANTHROPISTS AND PARTNERS LOCALLY, STATEWIDE AND BEYOND, TO STRENGTHEN OUR COMMUNITY, AND TO ATTRACT YOUNGER GENERATIONS

THE GIVING ENVIRONMENT: UNDERSTANDING HOW DONORS MAKE GIVING DECISIONS

UNIVERSITY OF INDIANA LILLY FAMILY SCHOOL OF PHILANTHROPY

JANUARY 2022

Donors expressed a greater desire for nonprofit organizations to communicate the impact of programs and services and to be informed in more engaging and personal ways.

People shifted their giving to organizations that demonstrated impact and efficacy, which actively engaged in communication and education, and which personalized donor engagement. They appreciated organizations’ efforts to present the impact of donor gifts and planned to continue contributing to organizations with clear and consistent communication.

Donors described a range of patterns in public perceptions of nonprofits. Overall, participants were confident that the philanthropic organizations they support would be able to make an impact with their donations.

Donors attributed this confidence to previous work experience within philanthropy, volunteer experience at an organization, personal vetting or a recommendation from someone they trust, and the organization’s outreach with donors. Strong, compelling marketing that communicated impact, and follow-up communication with donors after a gift was made, helped participants feel that an organization was reputable.

Participants described adjusting to new expectations, including accepting payments digitally and changing the way they engage donors. They noted that it was important to create more engaging content, for example by including images and videos to increase engagement.

… Participants also saw organizations collect donor information in new ways. They witnessed and participated in efforts to collect emails through organization websites and even newer technologies like geofencing. Overall, the shift to virtual interactions and the need to use more digital technologies was framed as inevitable but challenging.