Conviction #5: Your audience is changing dramatically

Every year, Masterworks lays out our convictions for what we see in the ever-evolving fundraising landscape. Here’s our fifth conviction…

Conviction #5: Your audience is changing dramatically

We are living in a dynamic era.  The technology we use, how we interact with brands in the market, and the motivations for giving are changing rapidly.  As a “younger” generation comes of age, their attitudes and preferences towards charitable giving are reshaping the way nonprofit organizations engage with their supporters.

The difference of younger donors

One of the most notable trends in philanthropy is the emergence of younger donors who are less likely to write checks and more inclined to give online, often through their mobile phones. Raised in a digital age where convenience and accessibility are paramount, these donors prefer the simplicity of online platforms that allow them to support causes with just a few taps on their smartphone screens. For nonprofits, this means adding to their fundraising arsenal communication that caters to this tech-savvy demographic.

The face of philanthropy is changing, driven by technology that changes how we understand and interact with the world. As younger donors become increasingly influential in the charitable sector, nonprofit organizations must adapt their strategies to meet these donors where they live

The need for emotional rewards

Unlike previous generations, younger donors are motivated less by a sense of duty or obligation and more by the desire for a "good feeling" associated with their charitable contributions. 59% of donors rank a good feeling as their primary expected reward for an act of generosity.  They are seeking meaningful connections and expect to see tangible results. Nonprofits can leverage this shift by emphasizing the impact of their work and fostering real connections with donors through storytelling and transparent communication.

Redefine impact beyond monetary donations

Another significant change is the preference for alternative forms of giving beyond monetary donations. Younger donors are more likely to view donating clothing or shopping thrift as impactful ways to support causes they care about. 53% of younger donors listed donating items such as food or clothing as the most impactful way to make a difference.  

Find ways to offer alternative support such as food drives or donating goods.  Spend time thinking about how to make volunteering easy and turn it into an experience.  But always remember the importance of capturing the information of these donors. Those who give through alternative means are still supporting your mission, and these actions should be treated the way you would treat a monetary donation.

Innovate

Technology and tools will continue to change at a rapid pace.  Be ready to pivot.  Gone are the days when we can set a budget and let it run for 12 months.  Today, we need to be prepared to test new avenues and leverage new channels.  And, most importantly, to build into plans the space to take risks.

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