Attracting New Donors

In this episode of the First Day Podcast, host Bill Stanczykiewicz, Ed.D. is joined by Mark Ottoni-Wilhelm, Ph.D., professor of philanthropic studies at the Indiana University Lilly Family School of Philanthropy, who discusses the pressing issue of declining charitable giving in the United States, especially among younger demographics. The episode covers an experiment researchers conducted using fundraising materials from a nonprofit organization to measure the effectiveness of different messaging strategies in attracting new donors and retaining existing ones. The experiment compared the impact of two main messaging strategies: a video showcasing the nonprofit's work and an email describing the hardships faced by its clients. Results revealed that the video message was significantly more effective in increasing donor connections, particularly among women, while the email's impact was negligible. Importantly, the study highlights the need for fundraisers to be mindful of unintentionally evoking negative feelings in their messaging, as this can undermine effectiveness. By understanding the emotional and moral responses of donors, fundraisers can design more impactful and engaging campaigns. Overall, the podcast underscores the importance of innovative approaches to donor engagement in the face of changing trends in charitable giving. By leveraging research-based insights and understanding donor behavior, fundraisers can adapt their strategies to effectively attract and retain donors, ultimately advancing the missions of nonprofit organizations in a challenging landscape.