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:

  • Plan personal interactions that promote a sense of community and a long-term relationship.

  • Allow them time to thoughtfully research your mission and decide whether to give a first gift.

  • Promote opportunities to volunteer and support friends or family on behalf of your organization.

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