What’s the Size of the Wallet You’re Trying to Share?

American advertising has always been far more enamored of youth than the marketplace of goods and services justifies. It seems that nonprofit fundraising – especially since the emergence of electronic social media and the reintroduction to the United States of canvassing – has been drinking from the same punch bowl.

So disappointment is being heard with greater frequency about the impressive numbers of signers on to causes who prove to be deadbeat donors, or what The Economist years ago presciently dubbed slacktivists.

In other quarters and conversations, there’s mounting concern that the decline of the historically generous American middle class portends grave consequence for certain kinds of nonprofit organizations.

One behalf of our clients (and those we’d very much like to have as clients), we keep exploring sources of information that will help us and them understand how the fundraising environment is changing and how to do more productive fundraising in the new environment.

It was such an exploration that led to The Roles of Discretionary Income in Charitable Giving, a paper we invite you to study and encourage you to critique.

The paper carries the message that while there’s a new way to target donors with greater accuracy and efficiency we need to invest more money and energy in getting the data and information required. For the most part current practices fall woefully short.