Study explores current donor experiences and shifting giving preferences among U.S. donors
April 17, 2017 — ST. PETERSBURG, Fla. — Community Brands, a purpose-driven company that delivers connected solutions to leading associations, nonprofits and schools worldwide, announced today the results from its Donor Experience Study: A deep dive into donor experience and expectations. The study explores the tipping point between offline and online giving preferences, and the impact current experiences have on donor loyalty.
“We’re seeing shifting giving preferences as the threshold for online and mobile giving rises,” said Brandy Keller, Director of Product Management and Marketing, Nonprofit Solutions, Community Brands. “We expect to see more investment in mobile technology to improve online giving and fundraising events. And, enhancing mobile experiences will be critical as nonprofits look to simplify the giving experience to keep up with donor expectations. Our findings can help nonprofit organizations evaluate their own donor experiences and identify areas for improvement.”
Key findings include:
Commissioned by Community Brands, Finn Partners fielded an online survey to 1,000 U.S. nonprofit donors, who self-reported giving various amounts of money to a nonprofit organization during the past 12 months. (Those who only donated to an alma mater, school or place of worship, and those who did not donate to a nonprofit, were excluded.) The surveys were conducted between January 31, 2018, and February 5, 2018. All data weighted slightly by region, gender, race, age, income and education.