In a World of Fewer Donors, What Should Your Organization Do
MARTIN LEVINE | March 13, 2019
Ray Delisle, a spokesperson for the Diocese of Worcester, told the Worcester Telegram of his concerns over a trend: “fewer donors, even though donors have been increasing their average gift.” NPQ has been following this trend for some time, but we have not necessarily done it justice when it comes to the strategies that are needed for nonprofits to flourish in such a time. The recently released fourth-quarter report of the Fundraising Effectiveness Project tells us that this effect isn’t limited to Massachusetts. In 2018, total giving increased, but there were fewer donors. Support of the nonprofit sector increased by 1.6 percent over the $410 billion given in 2017, yet the total number of donors fell by more than four percent, and the donor retention rate fell by more than six percent, increasing the pressure to get larger gifts and find new donors.