Donor Pulse Report Summer 2021 And Top Three Takeaways for Charities
'Third Sector' publication recently shared Enthuse’s Donor Pulse Report Summer 2021 revealing donor behaviour trends in the not-for-profit sector as we emerge tentatively into our post covid world.
This explores how and when people are returning to the office and what fundraising opportunities look like now that we are living the ‘new normal’.
Donor behaviour has changed during lockdown – here we share some top tips from the Enthuse report:
1. Supporters under the age of 40 are dubbed ‘Generation Generous’ as they continue to be the most frequent donors – 81% of people under 40 had made a charitable donation within the past 3 months of the report. Tailoring your charity campaigns to appeal to under 40s is now imperative.
2. With some 50% of workers back at their office desks for just three days or fewer, flexible fundraising will now be essential to the success of a charity’s workplace campaign. Less emphasis will be put on workplace -based fundraisers and more on morale-boosting pub quizzes and fitness fundraisers, with both in-person and virtual options for donating to throw the net wider.
3. The rise and rise of ‘Give and Forget.’ As more and more people donate digitally through consumer-giving platforms (which have limited charity branding), brand recall becomes significantly reduced. Offering fundraising opportunities on the charity’s own site increased brand awareness and consequently increased the incidence of recurring donations being made.
