Fundraising Talks
News and updates from the USM Office of
Advancement Research
In May 2020, the Lily School of Philanthropy fielded a survey asking households how the pandemic impacted their philanthropic activities. This article takes a deep dive into the findings of the survey and why they matter. The main finding was that while a majority of Americans engaged in some kind of philanthropic activity in the spring of 2020, households were more likely to report their charitable giving had decreased rather than increased. Click here to read more.
Engaging the next generation of donors is essential to the longevity of fundraising at your organization. There isn't a one-size-fits-all approach to cultivating Millennial and Gen Z donors: everyone is different. Get to know your donors on an individual level and understand their motivations and passions. On a whole, Gen Z is more spontaneous with their giving and they look to be a part of something bigger than themselves. Gen Z donors are more interested on public recognition for their actions, especially online. Similar to Gen Z, Millennials are closest to organizations that directly reflect their values. Millennials will research a nonprofit or make a connection with an organization before making a gift. Click here to read more. This article features an in-depth chart on how to engage Gen Z and Millennials from communication methods to preferred involvement opportunities.
GivingMail expects to see organizations do the following in their spring fundraising campaigns:

  • Emphasize mobile giving.
  • Appeal to younger donors.
  • Revisit corporate partnerships.
  • Invest in AI-powered solutions.

GivingMail encourages organizations to integrate these elements into their fundraising campaigns, noting that organizations that do not keep up with the latest developments and trends risk falling out of touch with their donors. Read more about how your institution can implement these trends here.
With many fundraising offices working from home and accessing data systems from personal computers, there is a higher risk of data breaches. Taking precautionary steps to protect your organization's data can help defend against potential breaches. Forbes suggests doing the following at your organization:

  • Form a data and cybersecurity governance committee.
  • Consider a move to the cloud.
  • Educate your employees on data security.
  • Establish a culture of protection.

This article comes from a series on how fundraisers have responded to the challenges of the pandemic. This particular article discusses how fundraisers have stayed connected with donors throughout the pandemic. Development Officer Rebecca Dutton at Memorial University of Newfoundland conducted conversations with donors via email, virtual meetings, and phone calls, as well as socially distanced meetings in a botanical garden. Other fundraisers found that the pandemic provided a good opportunity to get to know donors on a deeper level, as they were isolated and hungry for conversation. Like many USM institutions, student emergency funds were an important part of fundraising strategies. Furthermore, many institutions used stories about alumni working on the front lines. Click here to read more.