How Much is too much?

Written By Brian Tucker

I was researching donor behavior trends, and it turns out that the average donor receives 78+ touchpoints asking for money from a nonprofit they have supported. That doesn't include digital media.

For all of this effort, the average donor gives a little over 2 gifts a year, with the average online gift hovering around $115.

The math isn't adding up once you factor in acquisition and cultivation costs. It's obvious that most donors are not buying what we're selling.

Middle and Major donors have become the financial foundation over the past 5 years, but where did they come from? If we can't find a way to attract and retain new donors, we're heading towards a financial cliff in the near future.

Our industry needs to innovate in how we present offers and show transparency in giving. The technology is there, and it's affordable, so we have run out of excuses.

So what if you flipped the script, reduced solicitations by 50%, and replaced them with proof and affirmation that the donor's gift is actually making an impact?

I'd love to hear your thoughts in the comments!

Brian Tucker

My 16+ years in the field of marketing and advertising has given me a vast array of experience consisting of product management, digital marketing, direct marketing, non-profit fundraising, customer retention, broadcast media, social media, B2B lead generation and up-sell programs.  

Seven of those years were spent in a fast-paced advertising agency environment working for B2C, B2B and nonprofit fundraising for clients such as Netflix, Microsoft, National Association of REALTORS, United States Olympic Committee, The Los Angeles Mission and World Vision. 

I have a thorough understanding of strategic planning, A/B testing strategy, results analysis, digital production, print production, CRM systems and marketing automation tools. 

One of the most fulfilling parts of my job is managing people.  I pride myself on the ability to lead and inspire cross-functional teams to develop exceptional work that is on time, on budget and exceeds performance objectives while encouraging my direct reports to also achieve their own personal career goals.

https://www.getfocusedwith.us
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Is 80% good enough?