Time will tell: Nonprofit fundraising insights

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Time will tell: Nonprofit fundraising insights

Put yourself in your donor’s shoes. The frenzy of the morning rush. Workdays packed with meetings and deadlines. Add to that the round-the-clock demands of family. And now you can understand that finding time to make a contribution to your nonprofit doesn’t top your donors “To Do” list. 

Being aware of obstacles that may keep your donors from supporting your cause will help you identify solutions to the fundraising pitfalls they present. After all, it’s not that your donors don’t want to support you; it’s just finding the time to do so! Here are some nonprofit fundraising insights that can help you make better fundraising decisions.

A recent GiveCentral study found that 73 percent of people prefer to give in the evening, late at night, or on the weekends. In other words, when your nonprofit’s office is closed. The only thing surprising about this is that so many nonprofits aren’t optimized to take donations online! If electronic giving isn’t part of your offerings, you are negatively impacting your fundraising potential and likely frustrating your supporters. That’s because one in three Americans prefer to donate online, according to the Insights on Nonprofit Giving report. GiveCentral makes it easy for your supporters to give when they have the time to follow through on their desire to donate and lets them set up a repeating gift on the schedule that’s best for them.

Story Time

What other nonprofit insights and learnings can one extrapolate from donor time preferences? Think about the time your email communications are scheduled. Make sure they hit inboxes in the late afternoon or early evening so they are near the top of the long list of emails. This easy-to-make change can help keep your outreach from possibly being buried by hundreds of email marketing requests that can divert donors’ attention away from you! Take a scan of your personal inbox and you’ll see what I mean. Emails from your favorite stores or causes often arrive in the wee hours of the morning. Shift distribution times and you can stand out by avoiding the morning email traffic jam! The Insights on Nonprofit Giving report is full of other insights, tips and recommendations. Be sure to get your free report!

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