Many nonprofit organizations are participating in the new global day of giving, #GivingTuesdayNow , in the month of May, as a response to the emergency crisis. This is meant to be an opportunity to provide immediate relief funds to those who are affected by COVID-19. I hope USM institutions implemented a variety of strategies to take advantage of this international giving day by seizing it as an opportunity to encourage donors and supporters to give to your specific funding initiatives. Furthermore, this is a time to express gratitude to all supporters and show how their gifts are impacting your institutional needs. It is also necessary to have a plan to reach out to those constituents who may have missed the opportunity to participate in the #GivingTuesdayNow on May 5.
A recent article from Fidelity Charitable provides great insights from a study they conducted in March 2020 among a national cross-section of 1,842 adults in the U.S. who donated at least $1,000 in 2019. The study helps us to gain a better understanding of how COVID-19 is affecting philanthropy and donor giving behaviors. This study reveals that 25% of donors plan to increase their donation in response to COVID-19, while 54% of donors plan to maintain their giving levels. It is promising to know that younger generations plan to increase their donations in response to COVID-19: 46% of millennials are likely to give more to nonprofits at this time, compared to 25% of Gen-X and 14% of Baby Boomers. The study also informs us that many donors feel like they do not have the necessary information for them to understand where they can direct their support effectively, and this information from the study is valuable as it allows us to better plan to reach out to donors. In order to aid donors in making the right choices, fundraisers in higher education should communicate effectively with them to inform them your institutional needs.
As everyone is trying their best to work in the midst of this crisis, let’s remain positive and continue to work on the future while embracing uncertainty. This would be the perfect time to look at your list of donors and prospective donors to qualify them for future engagement or identify prospects for a special current initiative at your institutions. We would like to remind you that we are here to assist you with your prospect research needs. As always, please feel free to reach out us with questions, comments or any assistance with prospect research
Sapna and USM Advancement Research Team
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