By Sarah Sebastion, Director of Communications, OneCause

As a nonprofit, understanding your donors’ motivations is key to creating effective campaigns, improving events, and enhancing communication. With clear data on what motivates your supporters, you can create deeper connections, increase fundraising, and make a bigger impact.

In a continuation of tracking the attitudes, motivators, and behaviors of social donors, OneCause partnered with Edge Research to survey 1,036 social donors and create the 5th edition of the Giving Experience Study. These donors engaged in social giving by participating in or donating to one or more of the following:

  • Fundraising events such as galas, golf fundraisers, etc.
  • Nonprofit auctions
  • Peer-to-peer campaigns such as runs, walks, or rides
  • Giving days, occasions, memorial giving, or challenges

The report sheds light on what makes social donors want to give and offers actionable strategies for nonprofits to adopt as they plan for the future. Here are some key highlights:

Social Donor Generosity Holds Steady Amid Economic Challenges

Despite inflation concerns, social donors have remained generous, with 37% reporting they gave more than they usually do. While a smaller segment of donors (1 in 10) gave less than in previous years, the fact that many continued to prioritize generosity showcases resilience in the face of financial pressures. Despite ongoing economic challenges, donors remain committed to supporting the causes they care about.

Trust, ease, and belief in a nonprofit’s mission are again the top social donor generosity motivators, as we saw last year. The lesson for nonprofits is clear: donors will continue to give if they trust you and believe their money is being used effectively. It’s essential to ensure that your giving platforms are easy to use and that your messaging highlights the tangible impact of donations in furthering your mission.

Younger and Diverse Donors Shine

During the pandemic, social giving surged as virtual campaigns became necessary and numerous. Today, social giving participation has returned to pre-pandemic levels, with 1 in 5 U.S. adults identifying as social donors. An important takeaway is that over half of social donors cited inclusivity and a welcoming atmosphere as key motivators this year—10 points higher than in the previous year. Younger, more diverse donors, who have come to expect intentional inclusivity as the standard, are leading the charge in keeping social giving strong.

Notably, Black and Hispanic donors over-index when it comes to social giving, making up 17% and 23% of social donors respectively, compared to 13% and 19% of the general population. Gen Z showed strong recovery in social giving, growing to 10% of the social donor pool while representing 8% of the general population of U.S. adults 18+. They’re the most likely social donor segment to participate in giving days, with 39% reporting to have done so. They’re also highly motivated by current issues, especially around human rights and social justice.

To appeal to these donors, nonprofits should focus on diversity, inclusion, and immediate impact. Plan campaigns around awareness days and giving events to leverage the urgency these groups respond to. Consider visiting local schools or colleges to engage younger audiences and creating planning committees that represent diverse communities. Engaging younger donors early and creating inclusive experiences will foster long-term relationships.

The Power of Auctions: Driving Loyalty and Recurring Giving

Auction donors are among the most loyal supporters of nonprofits, with 8-in-10 reporting they would attend another event for the same organization in the future. Not only are they engaged, but they’re also likely to deepen their involvement, with 83% indicating they are very or somewhat likely to convert to regular annual donors and 64% indicating the same about becoming monthly donors. This data highlights the significant opportunity auctions present for nonprofits to build long-term donor relationships.

They also highly value hearing about the impact of their generosity, with 63% rating hearing testimonials from people directly benefiting from an organization’s work as the most engaging aspect of their auction experience. However, less than half of the 100+ nonprofit professionals we also surveyed reported incorporating testimonials into their auction events. This gap highlights a crucial area for improvement, as sharing personal impact stories — in an ethical and responsible way with consent from beneficiaries — can deeply resonate with attendees and increase engagement.

There were interesting generational differences in preferences for frictionless giving at auctions. For example, Gen Z and Millennials place high importance on receiving outbid notifications (65%), having fixed-price or buy-it-now items available (61%), and receiving suggestions for similar items based on what they’re bidding on (59%). In comparison, these features were rated significantly lower by Gen X and Boomers/Matures. To ensure younger donors are engaged and will return to your auctions, it’s worth investing in technology featuring these capabilities.

Younger Donors Value Innovation & Impact

Gen Z and Millennials are particularly attuned to nonprofits that demonstrate innovation and adaptability in addressing societal challenges. When planning your campaigns, demonstrating how your organization is achieving impact through novel approaches could be a successful way to encourage giving from this group.

Gen Z’s giving increased significantly, with their average annual donation total rising 34% over last year, from $864 to $1,115. This generation is driven by immediate impact, with 46% citing a current issue as the primary reason for their most recent donation.

For nonprofits looking to appeal to these tech-savvy donors, it’s also critical to embrace technology to simplify the giving process. For example, leveraging mobile wallets and digital payment options is crucial—50% of Gen Z and 36% of Millennials reported using digital wallets for their last social donation.

Ensuring Success

As the social donor landscape continues to evolve, nonprofits must stay attuned to the motivations driving generosity in order to build lasting relationships.

  • Focus on transparency and impact, regularly sharing how donations are being used to further your mission.
  • Create inclusive campaigns that resonate with younger and diverse donors by addressing urgent issues and showing adaptability in your approach.
  • Prioritize ease of giving through seamless digital experiences, making sure your donation platforms are accessible, efficient, and engaging.

By embracing these strategies, nonprofits can attract, retain, and engage more social donors; deepen supporter loyalty; and drive continued generosity.