Hello,
Giving USA’s Annual report for 2021 has been released and here’s a few statistics that may (or may not) influence your future development strategy:
- Overall giving for 2020 was $471 Billion
- That’s up 5% from 2019
- But the number of donor entities dropped by 18%
What do we learn from these stats?
Well, clearly fewer gave more. Be it individuals, corporations, or foundations doesn’t matter.
Given the nature of the COVID crises, that tracks with general historical trends around disasters (9-11, Indonesian Tsunami, any number of infamous Hurricanes).
But COVID is unlike any other disaster we have faced in the past 100 years given the length of time that has passed. Not in any way to make light of the above tragedies, they happened in a day (or two) and then it was about the recovery, long and arduous for sure.
Unfortunately COVID is still with us. The storm really hasn’t quite passed.
If your giving numbers (note the IF at the start of this sentence) match the trend, more dollars but fewer donors, you might want to make sure your plan presumes that will not continue. Of course, we have to always rely on God’s ownership of all, and God being the ultimate (and only) provider.
However that doesn’t excuse us from doing good and smart work.
Some suggestions:
- Double down on thanking your donors, major or otherwise who have stepped up during this tumultuous season. If you haven’t already down something unique in your thank you process do it now.
- Segment the donors who have stopped giving and create a highly engaging, directed series of letters/emails. Emphasize and reemphasize they will ALWAYS be a part of your family and the impact you have, regardless of another gift. But with careful wording continue to show current impact and then potential impact, aligned with the resource gap that must be closed to accomplish the latter.
Passionately,
Rev. Rick J. Fritzemeier
