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GIVING USA—WHAT DOES IT MEAN TO MY ORGANIZATION?
As a Giving Institute member and a sponsor of Giving USA, Campbell & Company often hears from clients who are interested in how to assess and apply the findings of the annual study in their own fundraising programs.
Q: What Does Giving USA 2007 Mean for the Nonprofit Sector?
Giving USA 2007 is good news for the nonprofit community, with giving in 2006 reaching a new record even after the remarkably generous giving for disaster relief in 2005. It suggests that the American public has a strong commitment to the nonprofit sector, and that this relationship continues to grow stronger.
The study also reveals some interesting trends in different areas of the nonprofit sector. Rebounding philanthropy for arts, culture and humanities organizations reaffirms the vitality of that sector and shows that the public recognizes its significant contributions to the quality of life. Religious organizations received a lower percentage share of total giving than in past years, but remain the largest recipients of philanthropy and continue to see growth from year to year. As donors build philanthropic relationships with an increasingly broad and diverse array of organizations, it is difficult for any one sector to maintain as strong a percentage share as religion has historically held.
Q: What Does Giving USA 2007 Mean For My Fundraising Program?
While the report makes mention of 2006’s “mega gifts,” the study’s findings convey the importance of having a broad, comprehensive development program capable of attracting donors large and small. Mega gifts accounted for 1.3 percent of total giving, but over half of all itemized individual giving came from donors outside the wealthiest 10 percent. No organization can afford to forget about this significant portion of its donor base. Small donors are the basis of annual support, and with proper cultivation may become major donors down the line. A comprehensive development program with strengths in annual, capital and planned giving should provide a pipeline of diverse donors at every stage of capacity and cultivation. This is the foundation for healthy, long-term growth in fundraising.
Q. How Can My Organization Use Giving USA 2007?
In addition to the highlights that will be widely reported, Giving USA always contains a wealth of in-depth data that gives your organization many useful ways to look at the philanthropic market. These help you understand how your organization’s fundraising compares to giving to similar organizations, and how trends in giving at all levels may affect you. Differences between your organization’s fundraising results and results in your sector or nationwide may reflect your unique circumstance, but they may also help you identify ways in which you might improve your program.
To learn more about developing strategies for your organization that make the most of today's philanthropic marketplace contact Campbell & Company at 877-957-000 toll free or visit www.campbellcompany.com. To order a copy of Giving USA 2007 visit www.givinginstitute.org.
