Who Gives, Why Do They Give, How Do They Give to Nonprofits?

This news release summarizes findings from Russ Reid’s “Heart of the Donor” study of donor motivation and behavior. Some good statistics here, especially regarding giving in response to the Haiti disaster. Other information, such as, “if the goal of a nonprofit is to effectively target today’s best donors, then they should focus significant and smart attention on the donors giving the most money – seniors and boomers,” reinforces fundamental fund-raising practices.

Russ Reid’s report, unveiled and discussed today at the Direct Marketing Association Nonprofit Federation conference in NYC, can be obtained at http://heartofthedonor.com.

[hat tip to The Chronicle of Philanthropy (@Philanthropy) and Raymund Flandez (@raymundf23)]