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Just Like America's Population, Nonprofit Fundraising Techniques Need to Diversify

Elisa Huang

According to a recent article in the Chronicle of Philanthropy, nonprofits who fundraise need to seriously reconsider their target audience (the rise of minorities, women in business, and millennials) as well as their techniques (tech, outreach) if they're going to maximize appeal in our changing times.

“The populations in the past that have supported [nonprofits] spectacularly will not have the base to support them going forward. This is adapt, change, or die.”

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  • Alan Salganik



    Today’s young adults will push philanthropy to change.

    Born beginning in the early 1980s, this generation is more demanding than others, seeking concrete results from their gifts and showing little interest or allegiance to organizations the way their grandparents did. But charities that can satisfy their hunger for impact—and tap into their desire for hands-on engagement—will be ahead of the game.


    Very true statement. Whenever I hear about some charity or nonprofit where only pennies on the dollar make it the end destination, it makes my teeth grind. It's not easy to make that dollar, so we want to make sure it's spent as efficiently as possible when it's donated. That's one of the benefits we see with crowdfunding and why we started (shameless self-promotion, I know) - it allows a donor to see the direct impact their contribution made. They know exactly what goal the money is going towards, and whether that goal has been completed, rather than an arbitrary donation with no follow-up.

    • Alessandra Rizzotti

      Hey Alan, Would love for you to perhaps write about funderhut for my series on crowdsourcing, Email me at alessandra at goodinc dot com!

      • Alan Salganik

        I'd love to! I'll shoot you an email right now.

    • Ben Goldhirsh

      agreed. how are you guys providing/coordinating transparency on the outcomes born from the funds raised?

      • Alan Salganik

        First off, every project we have is screened thoroughly for legitimacy, and that means actually speaking with each project creator one-on-one over the phone, which we've done and will continue to do. Also, when the campaign ends, we send a request for a follow-up material which we then publish either as a success story on our homepage or in a blog post so that people who donated can see the results. Here is an example of a most recent example of an animal shelter that was funded in Russia, with photos they sent over thanking their donors:

        • Alan Salganik

          Pardon my absolutely terrible grammar in that last sentence.