{"id":22468,"date":"2024-09-19T10:00:08","date_gmt":"2024-09-19T14:00:08","guid":{"rendered":"https:\/\/www.blackbaud.com\/?post_type=news&p=22468"},"modified":"2024-09-19T10:00:33","modified_gmt":"2024-09-19T14:00:33","slug":"special-report-uncovers-new-trends-in-spontaneous-giving","status":"publish","type":"news","link":"https:\/\/www.blackbaud.com\/newsroom\/article\/special-report-uncovers-new-trends-in-spontaneous-giving","title":{"rendered":"Special Report Uncovers New Trends in Spontaneous Giving"},"content":{"rendered":"

\u201cFirst Impressions: Spontaneous Giving Insights\u201d <\/span><\/i>Reveals the Secrets to Securing and Retaining Spontaneous Givers, Particularly Younger Donors and Donors of Color<\/span><\/i><\/p>\n

Charleston, S.C. (September 19, 2024)<\/span><\/b> \u2014 <\/span>The Blackbaud Institute, the sector research lab at Blackbaud (NASDAQ: BLKB), the leading provider of software for powering social impact, today released a new report <\/span>First Impressions: Spontaneous Giving Insights<\/span><\/i><\/a>. The latest free-to-access Blackbaud Institute report outlines who\u2019s giving spontaneously and reveals new insights to encourage spontaneous givers to become repeat donors.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cSpontaneous giving may be challenging to predict \u2013 but it\u2019s not random,\u201d said Lori Poer, Director of the Blackbaud Institute. \u201cOur data shows that spontaneous giving plays a more important role in the philanthropic activity of younger generations and minority donors, and that organizations that want to maximize the opportunity of spontaneous giving should focus on telling a compelling story that carries through from social media to their websites and donation forms.\u201d<\/span>\u00a0<\/span><\/p>\n

The study defined \u201cspontaneous donors\u201d as those who made a first-time donation to an organization within the last 12 months and had not planned to give to the organization beforehand.<\/span><\/p>\n

Key Findings<\/span><\/b><\/h4>\n

Spontaneous Giving is Substantially Higher Among Younger and Minority Givers
\n<\/span><\/b>The rate of spontaneous giving among Millennial, Gen Z and Black donors is 25% higher than average with Gen Z most likely to spontaneously give (59% of their giving is spontaneous).<\/span><\/p>\n

Giving May Be Spontaneous, But It Isn\u2019t Random<\/span><\/b>
\n<\/span>72% of spontaneous gifts went to organizations with whom the donors were already familiar.<\/span>\u00a0<\/span><\/p>\n

Older Donors Learn of Giving Opportunities Through Word of Mouth; Younger Donors Through Social Media<\/span><\/b>
\n<\/span>For Millennials and older generations, the most common way spontaneous donors learned about giving opportunities was from a friend, family member, or colleague (22%\u201324%). For Gen Z, the primary driver was social media (25%), and they were more likely than other generations to say they learned of a giving opportunity from celebrities or influencers.<\/span>\u00a0<\/span><\/p>\n

First Time Donors Say These Factors Matter Most When Deciding to Give Again<\/span><\/b>
\n<\/span>75% or more of spontaneous donors cited these factors as mattering \u201ca great deal\u201d in their decision to give again:<\/span>\u00a0<\/span><\/p>\n