Judith Nichols, Ph.D., CFRE
Author, Consultant, New Directions in Philanthropy
Looking for new donors? Trying to hold on to the donors you have? Understanding who’s in your donor pool – or who should be – is the first step to growing a larger, more loyal group of supporters.
Fundraisers are beginning to recognize the need to market differently to audiences with different backgrounds using demographics and psychographics to uncover similarities and differences among potential donors:
– Demographics: Demographics are sets of characteristics about people that relate to their behavior as consumers. Age, sex, race, marital status, education and income are used most frequently.
– Psychographics: These are measures of attitudes, values or lifestyles. They are the entire constellation of a person’s attitudes, beliefs, opinions, hopes, fears, prejudices, needs, desires and aspirations that, taken together, govern how he/she behaves. This, in turn, finds holistic expression in a lifestyle. Read more »
by Lois Shaw, amplifi
Charities and nonprofits are facing a changing political and cultural landscape, funding competition, and greater expectations of accountability from funders. Social media, smart devices and mobile networks make available instant updates and real time awareness of their issues, causes and products. Their challenge: to stay on top of this shifting foundation while fulfilling their purpose as an organization and meeting the needs of their community.
How can they achieve success?
On Wednesday, April 24, 2013, the Association of Fundraising Professionals, Greater Toronto Chapter brought together a stellar panel of leaders to explore the unique features of the community and offer some solid tips and tools that would benefit any organization. Read more »
Alice L. Ferris, MBA, ACFRE
Founding Partner, GoalBusters LLC
Many well intentioned fundraisers have made a cultural misstep: you schedule a major event on a religious holiday, pick a menu that features food that is culturally taboo, or you make an assumption about someone’s beliefs only to find out the hard way that you are very, very wrong. So how can you navigate cultural traditions, norms and unwritten rules when you are not a member of a certain group, yet you need to work with the group for fundraising?
- Think about things you have in common with individuals within the community.
When we meet someone new, if you’re good at getting to know people, you immediately start to try to find things that you have in common. But isn’t it interesting, that when you consider groups of people, suddenly it becomes easier to find things you don’t share? Try to find common values and interests with that person. Not only will this help with building respect for a potential donor’s values, but also works to develop relationships that are critical to the fundraising process. Read more »
In June Statistics Canada released a study called “Projected trends to 2031 for the Canadian labour force”, as part of the Canadian Economic Observer. The study says that by 2031, roughly one in every three people in the labour force could be foreign born. Between 1991 and 2006, the percentage of foreign-born people in the labour force rose from 18.5% to 21.2%. If recent immigration levels were to continue, that proportion is projected to reach almost 33% in 2031, according to most scenarios.
How will this shift in demographics affect fundraising? Can you afford to ignore this trend? Come to the Congress session called “Cultivating Strategic Relationships with New Immigrant Communities”, to learn more about a group that will represent 1 in 3 in the not too distant future. The report is here: http://www.statcan.gc.ca/daily-quotidien/110817/dq110817b-eng.htm.