Who Is That Donor? AFP-GPC Suggests The Faces Of Philanthropy Are Changing

PHILADELPHIA, Oct. 20, 2014 /PRNewswire/ -- Think you know what philanthropists look like? Chances are good that you are wrong.   The next generation of philanthropist may bear little resemblance to the donors of yesteryear, concludes a newly-released survey by the Association of Fundraising Professionals-Greater Philadelphia Chapter (AFP-GPC). Today's donors are likely to be younger, and more culturally and ethnically diverse.

Survey Data Shines Light on New Faces

Through AFP-GPC's new survey, fundraising professionals in the Delaware Valley were invited to share their insight about the new faces of philanthropy. Seventy-three responses were received - 81 percent from members of AFP-GPC. The results reveal a portrait of today's philanthropist: Younger; racially, culturally and socially diverse; socially tolerant; and more likely to make giving decisions based on facts rather than emotion.

The release of the survey, Faces of Philanthropy: Who Are They Really? Coincides with AFP-GPC's 29^th Annual National Philanthropy Day Awards Gala Luncheon.  What has not changed is philanthropists' intention to have a positive impact on society. Ten individuals, foundations, and volunteers who have done so will be recognized for their philanthropic contributions at the November 14 event, which will be held at the Sheraton Philadelphia Downtown Hotel.

The event will also include a detailed discussion of the survey results, so attendees can use this valuable information on new philanthropists to help guide their fundraising efforts.

A Youth Movement?

When respondents were asked whether they agreed or disagreed with the statement, "the faces of philanthropy seemed to be getting younger," 62 percent responded in the affirmative. One respondent noted, "Younger people are becoming more civic minded." Several respondents speculated that social media has played a powerful role in attracting younger donors, given its potential for increasing awareness about causes, promoting impactful giving and sharing giving decisions with others. How young is younger? Clearly, a respondent's perception of 'younger' is relative. While donors were described as younger, some respondents identified younger donors as baby boomers (age 50-68), while others classified them as millennials (age 18-35).

The Diversity Factor

Respondents reported that their donors are more racially (60%), culturally (65%) and socially (66%) diverse than ever before.

The increase in racial diversity primarily stemmed from an increase in donors of Asian and Indian decent. Respondents acknowledged that racial representation is changing slowly, but, as one responded observed, "We still have a long way to go."

Several respondents cautioned that many organizations do not track such a characteristic and reported changes are based on subjective observation rather than hard evidence.

As for social diversity, responses suggest that giving has become more egalitarian as donors have more access to information about need and causes through social media. "Social media makes causes so accessible" said one commenter.

Tolerance Meets Business Savvy

An overwhelming percentage (88%) of donors reported that, in general, donors are more tolerant of difference than they have been in the past. One respondent noted, "It is a less conservative culture." Another added, "Society has evolved."

And although respondents perceive donors as being more tolerant, this does not imply that donors are a soft touch when it comes to making philanthropic decisions. Sixty-one percent of respondents reported that philanthropists make their decisions based on what their heads tell them, rather than letting their hearts lead. Respondents confirmed this in an opened ended question that inquired about how today's donor differs from donors of the past. The most significant difference mentioned is that today's donors are interested in the impact of their donation, value foundation accountability and strive to be well informed and analytical about their decisions.

Adopting a New Mindset to Adopt New Donors

In order to use the information to court the new generation of philanthropists, responses suggest that fundraisers must shed preconceptions about the face of philanthropy. The most enduring impressions, as identified by respondents, are a belief that philanthropists are wealthy white males who are interested in receiving widespread, public recognition for their charitable donations. "You don't have to have a lot of money to be a philanthropist," observed a fundraising professional.

View the survey results here: http://tinyurl.com/qh3m5ls

More about the 29^th Annual National Philanthropy Day Awards Gala Luncheon and the honorees

The AFP-GPC is committed to preparing fundraisers to meet the challenges of the future and recognizing the achievements of exceptional individuals and organizations involved in philanthropy. The  2014 award recipients include: Arnold, Jerome and Spencer Zaslow (Lifetime Achievement), Dana Spain (New Generation Philanthropist), Betty Marmon (Outstanding Fundraising Professional), The Devon Horse Show and Country Fair (Outstanding Volunteer Fundraising Group), Mitchell T. Pozez (President's Award), Independence Blue Cross Foundation (Outstanding Corporate Foundation), The Buerger Family (Outstanding Individual Philanthropist), Bruce and Ginny Murray (Outstanding Fundraising Volunteer), Bobby Taggart and Kevin Stewart (Outstanding Youth in Philanthropy), and Connelly Foundation (Outstanding Foundation).

The November 14 awards presentation, luncheon and survey distribution cap off a hectic season for the Association. The event offers fundraising professionals an opportunity to learn and network with others in the field.  Registration for the educational session opens at 9:30 AM. General registration and the VIP reception begin at 11:00 AM. The Awards Gala Luncheon is scheduled from Noon-2:00 PM.

Make plans to attend

For more information or to make plans to attend The 29^th Annual National Philanthropy Day Awards Gala Luncheon on November 14, 2014, from 9:30 A.M.-2:00 P.M., at Sheraton Philadelphia Downtown Hotel, 201 North 17^th St. , Philadelphia, PA, go to www.afpgpc.org or call 215-320-3871.

About the Association of Fundraising Professionals:  The Association of Fundraising Professionals (AFP) represents more than 30,000 members in 235 chapters throughout the world, working to advance philanthropy through advocacy, research, education and certification programs.  The association fosters development and growth of fundraising professionals and promotes high ethical standards in the fundraising profession.

CONTACT: Leza Raffel at 215-884-6499 or [email protected]

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/who-is-that-donor-afp-gpc-suggests-the-faces-of-philanthropy-are-changing-990926491.html

SOURCE The Association of Fundraising Professionals - Greater Philadelphia Chapter

Related Links

http://www.afpgpc.org