For the first time in 50 years, individual giving is less than 70% of total giving. I didn’t want to start the newsletter with bad news, but because we are fundraisers, this information is important to us. There are a ton of webinars discussing the Giving USA 2019 Report. There are also several articles discussing the stats and what has increased/decreased, etc. I want to focus on just one aspect of the report: Individual Giving.
I have nonprofit peers who question the validity of the report. Some fundraisers don’t see the value in analyzing it. The reason for most of my fundraising success is that I study people AND trends. Well-researched statistics matter.
The Giving USA Report is very detailed, so I rely on infographics. Infographics are good for consuming a lot of information in a short amount of time. This especially helps if you are a visual person. Let me show you how I use giving statistics to my advantage. The first thing I look at is the increase in charitable dollars. Right away, I see that the environment/animal initiatives saw an increase. That is not surprising to me, seeing that this has been the trend over the last few years. What was surprising is the increase in giving to international organizations: 9.6%. This is how I look for trends and what sectors are suffering. I TAKE THIS INFORMATION AND USE IT IN MY ASK MEETINGS. YOU CAN TOO!
Donors love stats that either highlight need or impact.
Use statistics to show how your cause if suffering. For example, here is a script: “In the latest Giving USA Report, it showed a decrease in giving to foundations. Because of this knowledge, my team and I have diversified our funding portfolio and are looking to build relationships with local donors. This works for us because we understand it connects our donors to our cause.”
Use everything you have to close the deal.
Don’t forget about my Prospect Research 101 Class, starting in September. This is one example of how I will teach you how to connect, cultivate and close! Register here.