If You’re Fundraising, Find Those Hidden Data Points
Fundraisers know how important data is to direct mail success. Demographics like age, household income, and giving history help craft stronger campaigns. But are there hidden fundraising data insights you might be overlooking? Here are five surprising nuggets that show impactful data can hide in unexpected places.
1. Should You Be Targeting Millennials?
Millennials are the largest living generation, a key audience for retail—but not necessarily for fundraising. According to Neon One’s 2024 Nonprofit Trends Report, Millennials account for just 14% of total giving ($381 annually), while Baby Boomers contribute 43% ($1,212 annually). Gen X follows at $732 annually. While younger donors matter, Boomers and Gen X still form the backbone of your donor base—especially for major gifts.
2. Mac Users Are Big Givers
Device data can reveal surprising trends. According to Double the Donation (2023), Mac users donate an average of $184 per gift, compared to $141 from PC users. Preferences like this may seem trivial, but they can signal broader giving behaviors. Dig into your tech data—you might uncover hidden patterns worth exploring.
3. Video Inspires More Donations
Visual storytelling has become a key driver of giving. According to Qgiv’s 2024 Fundraising Benchmarks Report, 66% of donors say they were inspired to give after watching a nonprofit video—a significant increase. Direct mail with QR codes or short links to impact videos can make a measurable difference. It’s a simple touch that brings powerful results.
4. Mobile Optimization Is Critical
More than 60% of nonprofit website traffic now comes from mobile devices. And according to Google’s Nonprofit Guide, if a donation page takes more than three seconds to load on mobile, 53% of users will leave. Even if your ask starts in the mailbox, your donation landing page needs to be mobile-first and lightning-fast.
5. Giving Isn’t Always About Wealth
Philanthropy isn’t reserved for the wealthy. “The Chronicle of Philanthropy” reports that households earning under $50,000 per year give a higher percentage of their income than wealthier ones. Those earning $25,000–$50,000 donate an average of 8.6% of their income—proportionally more than many affluent households. Don’t overlook lower- and middle-income supporters. They often give from the heart, and consistently.
Better Data Means Better Fundraising
These fundraising data insights point to one clear takeaway: deeper donor understanding leads to more effective campaigns. Before your next fundraising mailer, take the time to explore your data beyond the basics. What you uncover might surprise you—and sharpen your strategy.
How ImageSet Can Help
At ImageSet, we work with nonprofits to transform donor data into more effective print outreach. From targeted direct mail campaigns to segmented donor appeals, our custom printing solutions are designed to increase engagement and support your fundraising goals. Explore our direct mail services to see how we can help drive results.
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