Did you know there are 1.54 million nonprofits registered with the IRS? And since December is the most popular month for charitable giving, now is a perfect time to seek out and have some conversations with the nonprofits in and around your community.
Nonprofits by the numbers
Over 80% of all donations to charities and nonprofit organizations in the U.S. come from individuals. According to The Philanthropy Roundtable, six out of ten American households participate in some sort of charitable giving. Giving is on the rise and the tally shows total giving grew 4% year over year, revealing that Americans continued giving more generously than before the pandemic. In 2021, donors returned to their favored causes, with many of the sectors that struggled in 2020 making a recovery in 2021. The $466.23 billion contributed in 2020 was outpaced as U.S. charities received an estimated $484.85 billion in 2021. Significant increases were found in the following areas: giving to public-society benefit organizations, giving to arts, culture and humanities, and donations to environmental and animal organizations. Here are some additional stats that are good to know before consulting your customers:
- Younger donors prefer recurring donations – almost 48% of 18- to 29-year-old donors and more than 33% of 30- to 44-year-old donors give monthly
- Nonprofit Source reports that donors who set up some sort of recurring monthly donation give 42% more than one-time givers
- Gen Z and Millennials want to receive updates from nonprofits at least monthly
- Boomers are the most likely to donate to religious organizations
- Average age of the U.S. donor is 64
- Boomers far prefer to donate by mail than other channels
- Boomers want to know where their money is being used – of the Boomers that stopped donating to a cause, more than 40% said it was due to feeling their money was not being used strategically
People are generally more philanthropic toward the end of their lives, when they tend to have more savings, time and motivation to help others. Giving peaks at ages 61-75, when 77% of households donate, compared to just over 60% among households headed by someone 26-45 years old. The top contributions by organization type are:
- Religion – 27%
- Education – 14%
- Human Services – 13%
How you can be of service
When it comes to nonprofit organizations – whether fundraising, notifying of upcoming events, attracting sponsors or thanking donors – print continues to further worthy causes, even in a world driven by digital communications. Print materials feel more personalized; they allow nonprofits to reach precise audiences, they inform donors and volunteers, and they help bring in fundraising revenue. Segmentation and personalized campaigns will become even more targeted by marketers as we head into 2023.
Whether your nonprofit customer is preparing for an upcoming event, announcing new sponsorship opportunities, or striving to keep the general public and local communities involved in what they do, keeping the organization top-of-mind is key to getting the support it needs.
How can your customer set themselves apart and continue to grow? Below are some proven print marketing tips that will help your nonprofit customers more effectively attract supporters, engage with their donors as well as local community members and sponsors, and thank their constituents.
Tips and trends
Inflation and economic conditions have increased need and decreased buying power. Fundraising efforts must ramp up to close the gap. Attracting attention, communicating the mission, identifying staff and engaging with volunteers, donors and sponsors require an integrated approach and a versatile vendor partner. Using personalized, targeted campaigns will increase donation dollars. Bright and bold graphics on windows, floors, banners and signs will command attention, and print marketing materials like calendars, notebooks and sticky notes make ideal gifts – branded with the cause near and dear to the recipient’s heart. Plus, the practicality of them guarantees they’ll be used and appreciated.
Attraction
Attract and promote sponsors with indoor and outdoor signage prior to and during charitable events. Spread the word about a campaign or event through postcards and door hangers. Let the support base know about new opportunities to give and/or volunteer with flyers, letters and brochures. Reach as many supporters and prospects as possible with yard signs, vinyl banners and A-frame signs. Digital print is perfect for creating materials and resources with multiple language versions.
Engagement
Engage the community year-round, grow the donor base and update supporters with calendars, direct mail and invitations. Share facts about meeting mission goals and milestones with annual reports. Get more personal with donors, raise more revenue and retain donors by articulating what your donors care most about through segmentation and personalization. Bring in fundraising revenue and further the cause with fundraising letters or water bottle labels that include a link or QR code to the online donation form or social media accounts. This is an ideal way to bridge the gap between tactile and digital channels.
Giving Thanks
Show donors how much they are appreciated with branded promotional products or labels and stickers. Thanking and identifying donors, supporters and volunteers with branded apparel gives them an opportunity to spread the word with pride each time they wear it. Let major donors see the work they are funding with appreciation gifts in tuck boxes. Add a personal touch to thank-you notes, making donors feel more valued.
Moving forward
The strategies covered above represent some of the ways nonprofits rely on print materials to further their mission. Choosing the right partner will help your nonprofit customers find the best print marketing strategies for their messaging to ensure they get results. Together, we can help your nonprofit customers reach, raise and retain. Rely on us to help solve some of the challenges they face. Discover more detailed information on top product ideas and industry stats in our latest flyer for nonprofits.
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