First Day Podcast

Pamala Wiepking, Ph.D.,

Stead Family Chair in International Philanthropy; Associate Professor of Philanthropic Studies at the Indiana University Lilly Family School of Philanthropy, discusses the groundbreaking book "The Fundraising Reader," which offers a comprehensive and accessible resource on fundraising. Pamala highlights the challenges faced in fundraising education across different countries and cultures, emphasizing the importance of bridging the knowledge gaps. They explore the diverse topics covered in the book, including fundraising techniques, ethics, and the future of fundraising in the digital age. This episode provides valuable insights for fundraisers globally and showcases the significance of "The Fundraising Reader" as a transformative resource.

The Fundraising Reader

Edited by Beth Breeze, Donna Day Lafferty, and Pamala Wiepking

The Fundraising Reader draws together essential literature establishing a one-stop body of knowledge that explains what fundraising is and covers key concepts, principles, and debates. The book shines a light on the experience of being a fundraiser and answers an urgent need to engage with the complexities of a facet of the nonprofit sector that is often neglected or not properly understood.

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Una Osili, Ph.D., Associate Dean at the Indiana University Lilly Family School of Philanthropy, discusses research findings from a recent study on how donors make their giving decisions. The study aimed to understand the changes in giving decisions amidst the global pandemic, social justice movement, and economic uncertainty. The study emphasizes the importance of meeting donors where they are, particularly in the digital space, as many donors, especially younger ones, prefer digital giving methods and expect both convenience and frictionless experiences. The episode highlights the generosity of households and the opportunities for fundraisers to connect donors with causes and organizations, acknowledging the high expectations while recognizing donors’ active engagement and desire to make a difference.

Elizabeth J. Dale, Ph.D. discusses the philanthropic behaviors of the LGBTQ+ community, emphasizing that being LGBTQ+ is not the only factor influencing their giving. She advises fundraisers to get to know donors personally and avoid making assumptions about their motivations and interests. Additionally, she dispels the myth that LGBTQ+ donors only give to LGBTQ+ organizations and notes that they support various causes, including advocacy, arts and culture, and health. Finally, she recommends that fundraisers recognize LGBTQ+ donors and keep their data management up-to-date and inclusive.

Erik Daubert discusses the decline in smaller donors and the continued reliance on major donors in traditional philanthropy, with a decline in donor retention rates and a concerning dependency quotient. He emphasizes the need to focus on new donor acquisition and overall retention, while building good foundational donor bases and annual campaigns. Daubert also highlights the importance of thanking donors personally and sincerely, reporting back on how their donations are being used, and recognizing the value of smaller gifts and donors.

He discusses the potential of small donors to eventually rise into wealth and the opportunity of legacy giving for wealth transformation. While the fourth quarter data is a concern, there are still effective ways to raise funds with an abundance mentality, which can be learned through courses and training offered by organizations such as The Fundraising School.

Maarten Bout and James Hodge discuss the eight-step process of effective major gift fundraising, emphasizing the importance of a benefactor-centric approach, relationship-building, and understanding the philanthropic behaviors of donors to achieve philanthropic inevitability. They stress the significance of values-based fundraising, building a team around the donor to ideate and explore their passions, and maintaining relationships with donors rather than solely focusing on fundraising goals. By asking the right questions and being a moral trainer for donors, fundraisers can connect benefactors to projects that carry on beyond their lifetime and accomplish something important in the world.

The Giving by Generations study shows that since 2016, Millennial giving has increased by 40%, with faith-based organizations being the second most important use of their charitable giving after places of worship. Donors are increasingly supporting para-Church or para-religious organizations. While Boomers and Gen X are showing a decline in volunteering, Millennials and Gen Z are the most engaged in charitable and online giving, with direct mail still being their preferred means of engagement. Rick Dunham advises nonprofits to optimize their fundraising methods by focusing on mobile optimization, multi-channel communication, and proper engagement of younger generations to ensure healthy growth in the charitable sector.

Dr. Patrick Rooney discusses how high net worth donors give a lot to different types of legal charities, including religious organizations, basic needs, education, social and racial justice, arts and culture, and animal and environmental causes. Additionally, he reveals that upwards of 90-95% of high net worth households donate, with only 9% having formal giving vehicles such as donor advised funds, and 30% volunteer formally through a 501(c)(3). Rooney explains that volunteering can slow mental decay and that charities are more likely to receive gifts from people who volunteer for them. These findings are discussed in Chapter 32 of Achieving Excellence in Fundraising.

Jeannie Infante Sager, director of the Women's Philanthropy Institute at Indiana University Lilly Family School of Philanthropy, explains that women tend to give differently than men and give more across different income, age, and race levels. She highlights that single women are particularly philanthropic and more likely to give generously. Studies show that women are involved in decision-making when it comes to charitable giving in about 80% of households. It is important to include women in all conversations and create collective opportunities for them to participate in campaigns. Fundraisers should engage women donors by providing advocacy, social capital, time, talent, and treasure opportunities. Engaging women donors across these five areas can lead to larger donations, and organizations should encourage women donors to advocate for their causes and endorse them to others.

Dr. Patricia Snell Herzog discusses how understanding philanthropic behavior across the generations is a complex concept due to its intersection between age, life stage, social, and historical factors. It's important to consider the context in which a group was born and major events experienced when coming of age. Fundraisers seeking to engage young people in their organizations need to offer more episodic ways to get involved and focus on the cause rather than the relationship with the organization. Understanding different generations and their philanthropic behaviors is significant, and social actions and event participation can be a great way to engage people.

Dr. Chelsea Clark discusses a recent research study that sought to understand Americans' thoughts on philanthropy and nonprofit organizations. The study found that Americans associate charitable giving and volunteering with philanthropy and generally trust nonprofits while considering them transparent, but there is still a need for education to increase awareness of what nonprofits do. The study also showed that philanthropy means different things to different demographics, which may inform how nonprofits and fundraisers approach their messaging. Importantly, every donation, regardless of size, matters and should be connected to the exact impact it will have to help increase awareness and encourage more donations.