The Study
Is there a gap between the way an average donor or volunteer views the nonprofit world and those who are nonprofit professionals and leaders?
Absolutely. The nonpartisan research group, Public Agenda, set out to see what the average donor/volunteer thinks of nonprofits in general and how those views are similar or dissimilar to people who work in or lead the nonprofit sector.
The results are a wake-up call for all of us. Public Agenda did focus groups around the country of both nonprofit "insiders" and "typical" donors. They defined a typical donor as someone who has contributed at least $300, volunteers, and is a member of organizations, but not professional in any way.
The Results
The good news is that these typical donors felt very good about charitable organizations. They were "enthusiastic and positive," especially toward smaller, local charities and human service organizations. Their giving is based on personal experience and emotional ties.
The bad news is that they have a long memory when it comes to scandal and waste. Misdeeds are taken very personally and, as the report states, "the breach is nearly impossible to repair."
Notably, typical donors do not like it when nonprofits start acting like big businesses. They are very annoyed by slick marketing and sales techniques, glossy brochures, telephone solicitations and high-pressure appeals.
Other findings of the study are that typical donors:
- do not have a deep understanding of the various types of nonprofit organizations and tend to focus on human-service charities.
- have little awareness of oversight issues and would distrust the government to oversee nonprofit activity.
- rarely does research on nonprofits such as looking up a 990 form.
The message is clear. While nonprofit professionals are embroiled in issues of oversight, government regulation, and impressing big donors, ordinary folks give locally and from the heart.
Nonprofits must be honest and forthcoming in all their activities, avoid scandal like the plague, and ditch the glossy brochures, telephone solicitations, and high-pressure appeals. They don't work and only raise suspicion.
Customer-centered service on the part of nonprofits could start with the insights from this study.
The research was conducted by Public Agenda in collaboration with the Kettering Foundation and with Independent Sector. The report, "The Charitable Impulse," is the result of six focus groups conducted around the country.
Read the press release.
