In December, Salesforce.org — the philanthropic branch of Salesforce — published their first “Connected Nonprofit Report,” which details their findings from a survey of over 1,500 individuals who have donated to or volunteered with nonprofits in the past year. The report further confirms Americans’ growing desire for enhanced communication, transparency, and evaluation of nonprofit organizations. The survey found that 90% of respondents consider it important to understand the impact of their contributions. However, only 48% knew exactly how their donations were used within the organization. Among millennials, this value dropped to 42%.
This discrepancy highlights a clear opportunity for improvements to nonprofit fundraising. Millennials, Gen X, and baby boomers all indicated that they would be willing to donate and volunteer more (50%, 45%, and 44% respectively) if they were provided with “personalized impact data” that better illustrates how their contributions make a difference. Twenty-four percent of all donors and volunteers, including 33% of millennials, responded that they would also be open to giving to additional nonprofits if the organizations were suggested to them based on their specific interests and passions. The report also found that 75% of respondents would be willing to volunteer more if nonprofits offered opportunities tailored to their personal skill-set and communicated with them more frequently.
As Salesforce.org chief customer officer Allyson Fryhoff notes, “The expectations of volunteers and donors are changing — they want more transparency, personalization, and modern forms of communication from their nonprofit organizations.” Especially as millennials move to constitute a greater portion of overall giving, nonprofits may want to consider the ways in which they can best utilize technology to strengthen their connection with supporters.