The results of the new Money for Good report will surprise you. The Money for Good initiative seeks to provide a comprehensive understanding of the behaviors, attitudes, and motivations of affluent Americans with respect to impact investing, charitable giving, and international entrepreneurship.
Focus groups and an online survey (Hope Consulting conducted the research) tapped the opinions of more than 4,000 individuals, half of whom were from high net worth households. Their methodology, in Hope Consulting’s words, “investigated behaviors, not simply stated preferences” and “forced individuals to make trade-offs to mirror real life decisions and minimize pro-social responses.” Based on this research, the report develops six different donor segments and provides advice for reaching each one.
The survey’s key findings overturn some conventional wisdom in fundraising:
- Donor demographics, in particular, age and gender, are not reliable predictors of high net worth donors’ actions
- While donors care about the quality and performance of nonprofits, few take the time to research them
- High net worth donors are not behaving differently from other donors
And some less surprising findings:
- Donors, once connected to a nonprofit, are very loyal to it
- Donors feel they are being asked for support too often
The Money for Good project is funded by the Rockefeller Foundation, the Aspen Institute of Development Entrepreneurs, the Metanoia Fund, and the William and Flora Hewlett Foundation. Click here to download the full report.
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About the Author
Kristin Barsness CFRE
With a researcher’s eye for the important details, Kristin understands the intricacies of building strong donor relationships to meet your fundraising goals.