Amidst all the doom and gloom I happened upon nfp Synergy’s research paper ‘The 21st Century Donor’. OK it was published before the collapse of the sub prime market and all that has happened since but here are two of the points it makes. My question is will people have changed since 2007?
“The 21st Century Donor is richer, more engaged, more discerning, and more in control than her 20th Century predecessor. Giving to a cause that they care about passionately will increasingly be as much part of many (rich) people’s lifestyles as mortgages, second homes and holidays. To make this a reality fundraisers and those who ask for donations will need to understand what their donors want, their lifestyles, their worries, their wealth, and their needs. “
“Across just about all our interviewees there was agreement on one issue: big donations are on the rise. The rise of mass affluence and the growing desire for the mass affluent to scramble up Maslow’s hierarchy and reach the self-actualisation summit means that ‘changing the world’ is now high on many rich people’s agenda. “
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