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Demographics Best Practices

To help motivate giving, it's important to understand your donors and tailor your appeals and behavior to better resonate with them. To target a specific group of donors, consider their age group as you plan your fundraising strategy.

Note: For more detail about generational differences between donors, refer to the Next Generation of American Giving infographic.

In addition to age group, the donor's gender may also influence how you cultivate a relationship. While there are no set rules, you may find some trends and differences between male and female donors. For example, to engage women donors:

Tip: To engage LGBT donors, ask and respect their gender identity and preferred pronouns.