Using Demographics To Target Fundraising Supporters

Demographics – statistics and summations of fundraising populations – can be very useful tools for targeting fundraising efforts. Making the most of fundraising demographics entails research and effective utilization of the statistics available.

What Today's Fundraising Demographics Are Saying

Fundraising demographics are wide and varied, but the consensus is returning some changes and surprises in the fundraising world.

According to the U.S. Department of the Interior, private individuals and "household donors" make up the greatest proportion of charitable gifts (about 83%)
Corporation grants and donations are good sources of funding, but make up only about 17% of all fundraising gifts and donations
Individuals tend to choose a valued organization or effort and annually give to them; there is little shift from year to year between what groups receive what percentages of donations
By cause, religious/faith-based groups, education-based groups, and human services organizations top the list for donations received, respectively
Broken down by household, 10 percent more households will contribute to secular causes over religious-based causes
The so-called "baby-boomers" comprise one of the largest percentages of donors by generation
Women are increasingly becoming the most charitable sex (in part because of increased income and affluence among women independently)

These demographics are but a tip of the statistical fundraising iceberg and are provided for example. There are a number of demographics available from data collection services and agencies which can be tapped by organizations with specific goals.

A Word Of Caution Concerning Fundraising Demographics

Fundraising demographics can be useful in a variety of ways. Demographics are used probably most often to target a specific, well-off segment of the supporting public so groups can plan campaigns accordingly. But demographics can also be used to see what donors are donating, not just who is giving the goods (because not all donations are cash donations). Fundraising demographics can be used to target a pool of potential volunteers and group members as well, which is essential to furthering any fundraising cause.

There is a danger involved in relying too heavily on fundraising demographics, though. Some groups tend to be too specific in targeting fundraising efforts and miss a large segment of willing volunteers and supporters. As Terrence Fernsler says in a review in the "Nonprofit World" (Volume 14, No.4), "it can be a mistake to rely too heavily on demography." For most fundraising groups, smaller organizations, schools, and teams in particular, appeals need to be wide-reaching and inviting of all willing supporters. It would be nice to think that there was a magic population demographic to suit every funding need, but in reality the base is a mix for the majority of groups.

Unless it is known that a target population is very well-off and very willing to give, groups will want to be careful about putting all their eggs into the fundraising demographics basket. Demographics certainly have a usefulness and purpose, but taking them as gospel to fundraising success is risky. Fundraising planners need to incorporate fundraising demographics with past successes and failures to arrive at an equation that will equal fundraising success.

This is an article created by the FundraisingIP.com Editorial Team. For more fundraising ideas and fundraiser help, go to our article directory at FundraisingIP.com/articles.

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