Donor Preferences and Charitable Giving

Abstract

This study aimed to learn more of the differences that may exist between the two most powerful groups of donors today, baby boomers (40–58 years old) and mature donors (59 and older), in an effort to help organizations improve fundraising efforts. Questions about the importance of organizational efficiency, program outcomes, and the desire for information were explored. This study entailed the administration of a mail survey of 2,000 donors. Statistically significant differences existed between the following age groups: This study confirmed that a majority of donors value organizational efficiency and outcomes and that most donors seek information when making a decision to give. It also revealed significant differences between age groups that may help fundraisers and policy makers improve their understanding of donor preferences and charitable giving.