An interesting read in this article from The Chronicle of Philanthropy …
Donors and the nonprofit organizations they support financially have different views on optimum fundraising and communication practices, and that disconnect results in lost donations, a new study has found.
Nonprofits were 10 times more likely than donors to say that their organizations are not communicating enough with supporters, while donors regard the information they receive from charities as adequate or, in many cases, far too frequent.
The study, which also examined differences among four generations of donors, found that most charities use only one piece of information — how much each person contributes — to shape the communications their supporters receive while ignoring other important factors.
About 55 percent of millennial donors, ages 18 to 34, said that text messages from charities were desirable or acceptable once in a while. That percentage declined with age. Forty-two percent of Generation X donors, ages 35 to 50; 24 percent of baby boomers, ages 51 to 69; and 9 percent of seniors, 70 and older, approve of text messages.
And while nearly 80 percent of millennials said they would welcome or accept occasional thank-you gifts from charities they support, fewer donors in each successive generation said so, with only 48 percent of seniors open to getting thank-you gifts from the charities they support.