A new three-part report from
Eduventures, Transitioning Donors to Higher Gift Levels, provides college and university development offices with answers to a number of key questions related to first-time major donors, among them: what are the characteristics of first-time major donors, what are their motivations, and what can development officers do to accelerate first-time major gifts?
The report analyzes data on nearly 1,300 donors who made their first major gift ($25,000 or more) to an institution in fiscal 2007. The data was collected in conjunction with The Reeher Group, consultants to the higher education market specializing in data mining and analytics, and includes demographic information, dates of contacts of various types by the institution, donation history, and proposal information. Eduventures also conducted Web surveys of both gift officers who cultivated first-time major donors and the donors themselves.
Key findings from the report include the following:
1. Donors follow two distinct patterns in transitioning to higher giving levels. More than one-quarter of donors made a gift of $25,000 or more within five years of making their first gift to the institution. In contrast, almost half of all donors made their first gift to the institution more than 20 years before making a commitment at the major gift level.
2. Overall, gift officers reported conducting an average of 3.6 face-to-face visits with donors within the two years leading up to the major gift commitment. They also indicated making an average of 14.5 other contacts - e.g., personalized letters, e-mails, and phone calls.
3. Among donors, there was a wide range of motivations for making a first-time major gift - e.g., grateful patients motivated by the desire to support the research efforts of those who helped them; alumni seeking to take advantage of financial and/or tax benefits; and parents motivated by their children's personal and academic growth.
Press release available via
PRWeb, 2.11.08.
Labels: donor motivations, Eduventures, major gifts