1. SHOULD YOU BE TARGETING MILLENNIALS?
Not necessarily. Millennials (those born 1981–1995) are the largest generation in U.S. history. They are known as being more socially minded than other generations, but does this mean they are a fundraising gold mine? Actually, no. According to
Blackbaud, Millennials aren’t large givers.
2. THERE IS SOMETHING ABOUT MAC USERS
On average, they give $481 per year, compared to $732 for Generation X and $1,212 for Boomers. Did you know that Mac users give more money to charity than PC users? Mac users give an average of $182 per donation, while PC users give an average of $137. This reminds us that correlations related to giving can be found in the most unexpected places. So dig deep!
3. VIDEO CONVERTS
As reported by Qgive, 57% of people who watch a nonprofit video will ultimately make a donation. In your direct mail, use print-to-mobile tools like QR Codes and augmented reality or point people to landing pages where they can watch a video about your cause.
4. BE MOBILE FRIENDLY
According to Nonprofits Source, 51% of people who visit nonprofit websites do so on mobile devices. Even if you are sending your appeals through the mail, make sure your website is optimized to look awesome regardless of what type of device people are using to access it.
5. DON’T OVERLOOK LOWER INCOME HOUSEHOLDS
If you think the more money someone has, the more deeply they reach into their pockets, you’d be wrong. Households making $25,000 per year gave an average of 12.8% of their annual income to charity. This is the highest percentage (and nearly double that) of any other income demographic.