My parents were generous folks. I remember several birthdays as a young adult receiving a card with a $20 bill in it. Mind you, this was the late 70’s. Back then $20 went a lot further than it does now. And, no, I’m not telling you my current age!
Why is this news important in fundraising?
It turns out that we associate money’s current value to what it was worth when we were young adults.
When my folks were young adults, $20 was a lot of dough. Not so much in the late 70’s. And especially now, in the 21st century.
Now, consider your donor base. How many of your donors are over 70? Over 60?
Their gift is likely tied to what it was worth 40 to 50 years ago.
You don’t have to take my word for it. The folks at Analytical Ones (yep that really is their name) did a study on this. You can read about it yourself >>
Now’s the time for you to look closely at your donor list. Segment it according to age (if you have that information). Knowing your donors age can help you know what size gift to request. It can also be helpful for moving a donor up to the next level of giving.
Having this information in your back-pocket can also help you know if you need to have a conversation with a donor. Letting them know that an even larger gift will help your organization make an even greater difference.
And if you’re feeling generous, my birthday’s in November…