Letter from the Director
now available! The information in this report is incredibly valuable for fundraisers in the nonprofit sector, as it allows us to learn from the behaviors of
high-net worth donors and prospective donors.
Some findings within this study include:
- Most high-net worth households donated to a charity in 2015, and many also volunteered their time.
- Wealthy donors are expected to increase their giving and volunteering in future years.
- The biggest factor that impacted an individuals' decision to give was their personal values.
- 63% of donors supported basic-needs organizations in 2015.
- Although 45% of wealthy households contributed to education, 31% specifically supported higher education.
- There is a strong correlation between volunteering with an organization and giving to that organization. Volunteers gave 56% more on average than those who did not volunteer.
Based on this study, fundraising professionals should align the missions of their organizations to the personal values of high-net worth individuals. When donors feel connected to the mission of an organization, see how their gifts can make an impact, and feel personal satisfaction through giving, they are likely to contribute more. We hope our institutions will see positive outcomes from donations received from wealthy individuals.
On another note, the advancement research team attended a one-day conference held by the
Association of Professional Researchers for Advancement (APRA) - Maryland at Stevenson University. While at the conference, we learned about the importance of advocacy in the prospect development profession. We were also reminded about the significance of validating wealth screening results through a quick prequalifying process before results are handed over to fundraisers. It was exciting to see some of our colleagues from USM institutions and network with research professionals from other organizations.
Enjoy this beautiful fall season! As always, please feel free to contact us if you have any questions, comments or need assistance with prospect research.
Sapna and USM Advancement Research Team