A recent study revealed that only 5.7% of small donors directed their contributions towards educational institutions. This finding, from Neon One's "The Generosity Report," highlights the crucial need for higher education leaders to engage potential donors effectively. Despite the focus on major gifts, smaller donations can accumulate significantly, and highlighting donation impacts through storytelling can enhance donor relationships. As evidenced by increasing average contributions from multi-nonprofit donors, institutions can repurpose existing materials to foster storytelling without overburdening their marketing teams.
In a study, only 5.7% of small donors supported education institutions, indicating a need for higher ed leaders to engage potential donors effectively.
Sharing donation impact stories is inadequately employed by colleges, yet it can significantly enhance donor engagement and inspire increased giving.
The average amount donated by those giving to multiple nonprofits grew from $368 in 2020 to $545 in 2024, showcasing an increase in donor generosity.
Colleges have the potential to leverage existing content for storytelling about donations, increasing support without overwhelming resource-strapped marketing teams.
Collection
[
|
...
]