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FUNDRAISING TRENDS - CONTINUED
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4.) SOCIAL MEDIA AND GENERATIONAL SHIFTS

EMAIL MARKETING TRENDS

Email marketing continues to be a significant tool for nonprofits, though
its effectiveness is fluctuating. In 2023, nonprofits raised $76 for every
1,000 emails sent, a 15.56% decrease from $90 in 2022. Response rates
to fundraising emails declined by 10% for advocacy emails and 16% for 5.) GENERATIONAL DYNAMICS AND DONOR PREFERENCES
fundraising emails. Despite these declines, the number of subscribers
on nonprofit email lists increased by 7%. On average, nonprofits send MILLENNIAL DONORS
59 emails per subscriber annually, with 27 being fundraising appeals.
Email communications sent regularly are most likely to encourage repeat Millennial donors prioritize making a difference and actively track the
donations, with 48% of donors reporting regular email communications results of their donations, with two-thirds tracking outcomes compared
keep them engaged. Nonprofits should also consider that 55% of U.S. to one-third of baby boomers. Mid-level donors are particularly loyal,
donors prefer to be thanked via email. with 52% giving to the same cause for over a decade. Additionally, 31%
have made a bequest, and 23% are in the process of doing so.
SOCIAL MEDIA UTILIZATION
MAJOR AND MID-LEVEL DONORS
Social media remains a critical platform for fundraising. Approximately Major donors remain impactful, contributing approximately 88% of OVERALL GIVING TRENDS
99% of nonprofits use Facebook, 96% use Instagram, and 88% use
Twitter/X. Nonprofits post frequently across these platforms, with total dollars raised despite constituting just 12% of donors. Location Educational institutions, foundations, and public-society organizations
Facebook seeing an average of 5.95 posts per week and Instagram 4.9 and income are also significant factors in giving, with about 80% of have seen the highest increases in giving. However, giving by individuals
posts. Content that evokes a joyful emotional response tends to be the donors supporting local organizations and households with incomes of has decreased by 17.2%. Response rates to peer-to-peer campaigns
most widely shared. Social media is also a significant driver of online $250,000 or higher being more likely to donate. and crowdfunding campaigns also reveal a trend toward new donor
donations, with 32% of donors reporting that social media inspired their engagement.
contributions. Nonprofits should be aware of the varied effectiveness of
different platforms; 23% of marketers see Instagram as the top platform As we wrap up 2024 and move into 2025, nonprofits face both
for growth, followed by TikTok (19%), Facebook (18%), and others. challenges and opportunities. By adapting to economic shifts, leveraging
technological advancements, diversifying donor engagement strategies,
utilizing social media effectively, and understanding generational
dynamics, organizations can enhance their fundraising efforts and
achieve greater success.
KEN CERINI, CPA, CFP, FABFA
MANAGING PARTNER