Today’s donors are more sophisticated and diverse than ever, and fundraising experts warn that traditional appeals and approaches don’t always resonate with Americans of all ages, races, and ethnicities. But despite the country’s demographic shift, a 2015 Blackbaud report found that at most nonprofits, the ratio of white donors to other donors is far higher than in the general population.
To help you reach new audiences and broaden your base of support in a changing America, we’ve assembled this comprehensive collection of Chronicle toolkits for engaging supporters of different generations and backgrounds. In September 2017, The Chronicle will host a conference to dive more deeply into this topic.
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Advice
6 Things Charities Should Know About America’s Shifting Demographics
As of the 2010 census, the under-5-year-old population was already majority-minority, and other facts about the rapid changes taking place in the United States. -
Tool KitAdvice on Attracting Diverse Donors
A collection of articles to help you raise money from a wider variety of supporters. -
Tool Kit
How to Appeal to Millennial Supporters
Advice and information on how to attract young donors and volunteers born in the 1980s and ‘90s. -
Tool Kit
How to Appeal to Gay and Lesbian Donors
Here is a collection of Chronicle resources to help nonprofits better understand gay and lesbian causes and challenges. -
Tool Kit
Appealing to Women Donors
Research shows that women, whether wealthy or not, outpace men when it comes to charitable giving. We’ve collected here some of our best information on female donors.
