"First Impressions: Spontaneous Giving
Insights" Reveals the Secrets to Securing and Retaining
Spontaneous Givers, Particularly Younger Donors and Donors of
Color
CHARLESTON, S.C., Sept. 19,
2024 /PRNewswire/ -- The Blackbaud Institute, the
sector research lab at Blackbaud (NASDAQ: BLKB), the leading
provider of software for powering social impact, today released a
new report First Impressions: Spontaneous Giving Insights.
The latest free-to-access Blackbaud Institute report outlines who's
giving spontaneously and reveals new insights to encourage
spontaneous givers to become repeat donors.
"Spontaneous giving may be challenging to predict – but it's not
random," said Lori Poer, Director of
the Blackbaud Institute. "Our data shows that spontaneous giving
plays a more important role in the philanthropic activity of
younger generations and minority donors, and that organizations
that want to maximize the opportunity of spontaneous giving should
focus on telling a compelling story that carries through from
social media to their websites and donation forms."
The study defined "spontaneous donors" as those who made a
first-time donation to an organization within the last 12 months
and had not planned to give to the organization beforehand.
Key Findings
Spontaneous Giving is Substantially
Higher Among Younger and Minority Givers
The rate of
spontaneous giving among Millennial, Gen Z and Black donors is 25%
higher than average with Gen Z most likely to spontaneously give
(59% of their giving is spontaneous).
Giving May Be Spontaneous, But It Isn't Random
72% of
spontaneous gifts went to organizations with whom the donors were
already familiar.
Older Donors Learn of Giving Opportunities Through Word of
Mouth; Younger Donors Through Social Media
For Millennials
and older generations, the most common way spontaneous donors
learned about giving opportunities was from a friend, family
member, or colleague (22%–24%). For Gen Z, the primary driver was
social media (25%), and they were more likely than other
generations to say they learned of a giving opportunity from
celebrities or influencers.
First Time Donors Say These Factors Matter Most When Deciding
to Give Again
75% or more of spontaneous donors cited these
factors as mattering "a great deal" in their decision to give
again:
- They trust that the organization will do the right thing
- The organization has a good reputation
- It's easy to donate
- The organization uses their money wisely
- Support will help those in need right now
Potential Repeat Donors Want to Hear from You
Regularly
Roughly 33% of all spontaneous givers said they
want to be updated regularly. But among those indicating an
intention to become a repeat donor, the number rose to 44%.
The Blackbaud Institute gives social impact professionals fresh
data to understand broader industry trends, benchmark success, and
take fundraising to new levels. This survey was conducted by Edge
Research who interviewed more than 1,000 adult consumers from June
4–21, 2024.
Alongside the Generosity Commission's recently released, major
report "Everyday Actions, Extraordinary Potential: The Power of
Giving and Volunteering," which provided a call to action to
revitalize giving in America and emphasized the need for further
research and study, these findings from the Blackbaud Institute
provide important insights to help nonprofits strengthen their
relational pathways to new donor support.
For more information on spontaneous giving trends, the full
report can be accessed here. All Blackbaud Institute resources
are offered for free, as part of Blackbaud's commitment to
accelerating social impact.
About Blackbaud Institute
The Blackbaud Institute
develops leading-edge research and convenes expert voices to equip
the social impact community with knowledge, insight, and
confidence. The Blackbaud Institute draws from Blackbaud's data
set, the most comprehensive in the social impact community. In
addition, the Institute facilitates public research studies to
drive original qualitative and quantitative insight. Our research
agenda is grounded in a commitment to topics that social impact
organizations can apply immediately to better understand,
benchmark, and improve their essential business operations. We are
guided by our commitment to the social impact sector to provide
timely, transparent, and well-rounded research that is free to
access. From how organizations run to how donors give, we're 100%
focused on research and resources for this sector.
About Blackbaud
Blackbaud (NASDAQ: BLKB) is the
leading software provider exclusively dedicated to powering social
impact. Serving the nonprofit and education sectors, companies
committed to social responsibility and individual change makers,
Blackbaud's essential software is built to accelerate impact in
fundraising, nonprofit financial management, digital giving,
grantmaking, corporate social responsibility and education
management. With millions of users and over $100 billion raised, granted or managed through
Blackbaud platforms every year, Blackbaud's solutions are
unleashing the potential of the people and organizations who change
the world. Blackbaud has been named to Newsweek's list of America's
Most Responsible Companies, Quartz's list of Best Companies for
Remote Workers, and Forbes' list of America's Best Employers. A
remote-first company, Blackbaud has operations in the United States, Australia, Canada, Costa
Rica and the United
Kingdom, supporting users in 100+ countries. Learn more
at www.blackbaud.com or follow us on X/Twitter, LinkedIn,
Instagram and Facebook.
Media Inquiries
media@blackbaud.com
Forward-looking Statements
Except for historical
information, all of the statements, expectations and assumptions
contained in this news release are forward-looking statements that
involve a number of risks and uncertainties, including statements
regarding expected benefits of products and product features.
Although Blackbaud attempts to be accurate in making these
forward-looking statements, it is possible that future
circumstances might differ from the assumptions on which such
statements are based. In addition, other important factors that
could cause results to differ materially include the following:
general economic risks; uncertainty regarding increased business
and renewals from existing customers; continued success in sales
growth; management of integration of acquired companies and other
risks associated with acquisitions; risks associated with
successful implementation of multiple integrated software products;
the ability to attract and retain key personnel; risks associated
with management of growth; lengthy sales and implementation cycles;
technological changes that make our products and services less
competitive; and the other risk factors set forth from time to time
in the SEC filings for Blackbaud, copies of which are available
free of charge at the SEC's website at www.sec.gov or upon request
from Blackbaud's investor relations department. All Blackbaud
product names appearing herein are trademarks or registered
trademarks of Blackbaud, Inc.
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SOURCE Blackbaud
