If you watched my introduction video to my Catholic Fundraising Mentoring Program, you know that I outline who to ask for donations.
However, I do get follow-up questions like this one:
“Who should you target with your fundraising, older or younger people?”
Younger people can donate for many decades.
Older people, however, tend to donate in higher sums.
So does this mean you should go for one and not the other? I outline my thoughts on this subject:
Tired of YouTube?
You can watch this video on Rumble (the alternative to YouTube) below.
Other articles you might be interested in:
Listen to the audio version of this article
On the move? I’ve got you covered! Listen to the audio podcast of this article by clicking the link below and stream this article and many more right on your phone. Subscribe also to the podcast on iTunes.
Question: Which saint, Catholic document, or Church teaching has given you great advice on how to raise funds? Please leave your comment below.
Greetings, my fellow Catholics! Today, I am going to be answering the question, Which type of donor is better, the older or the younger donor? Should you go for people 45 or 50 years old and above? Or do you go for the younger generation and really try and get them before everybody else? It’s a hot topic that I always hear about with the apostolate: trying to get to young people. But, at the same time, do you stick with your true blue older donors? I’m going to be answering that question, but before we dive in, just a quick introduction…
My name is Brice Sokolowski, founder of CatholicFundraiser.com, the website for apostolates just like yours, that helps people with Catholic-based fundraising. So whether you’re starting out in this work or looking for new ideas or just trying to figure out, what’s the real answer behind fundraising myths and facts? These are big questions on everybody’s mind, and that’s what we’re trying to do at CatholicFundraiser.net.
On top of our looking at this hot fundraising topic, I’m also going to be sharing with you my own guide, The 10 Commandments to Catholic Fundraising. It’s a collection of 10 lessons that I think you would really benefit from because they guide you to build a foundational fundraising plan, and an organizational structure, regardless of how much you’re raising (and especially if you’re just starting out). Please download absolutely free The 10 Commandments to Catholic Fundraising. The link is below as well as my show notes from today. I’m going to be looking at my notes right here, I’m just speaking from what’s working for me, and I will share that with you. Just follow the links below,
Okay, now which is “better?” The older donor or the younger donor? I’ve got three takes on this. My first is, why not go for both? Instead, what I hear all too often is, “Well, our older donors are just getting older, so we might as well focus on the younger donors.” What I’m saying is, why not go for both? My recommendation, first and foremost is, don’t be mutually exclusive, go for both donor age groups..
My second point is, you have to think about who has disposable income, who has time to get out and do things, and who has the free time to help you get their attention? Usually, usually, that’s your older donors. They have disposable income. Younger donors are just starting out with a family or buying a home or if they’re out of college, loans to pay. The older donor has paid off their house while a younger person is still looking at a 15- or 30-year mortgage and that’s really their focus. It’s nothing that you can really change. It’s hard to fight a monthly mortgage taking a big chunk out of somebody’s paycheck now, compared to older homeowners who either have their mortgage paid for or they refinanced it. They’ve already had a career and they’re probably more financially secure. My recommendation is that you should focus a little more on older people, (even though you might think they’re getting older and not thinking the same way about the future). They are not going to be around forever but they’re here now. And that’s my big point about fundraising. Ask the ones who are here right now. They’re the ones that God has put in your life. I would focus more of my attention on them.
And that leads r to point number three: allocate your time accordingly. I will also tell you that, as people get older, they do donate more. So as those younger people get older, they naturally will consider donating more than what they’re giving now. Older people tend to donate more generously. So my recommendation is, go for older donors but you don’t have to be exclusive. I think you get more results out of the 50 and above demographic than you do from age 50 and below, or let’s say, 40 and above. You can segment your approach any way you want, 20-35, 35-50, 50+, whatever. My recommendation is to focus more on the older people because there are at a stage of life that allows them to donate more. If you’re looking for donations, go towards them, but at the same time don’t exclude young people. I’m not saying that you should have had lower expectations just because of where they are in life, that’s just the way it is, and they eventually will donate. So building relationships across all age groups can be very, very helpful.
So there are my three points and hopefully, they’ve shed some light on this discussion. Please feel free to share this with your board and/or Catholic apostolate if you think it might benefit them. And if you have any questions, definitely reach out to me. I really enjoy getting your questions. People send me questions every week and I’m happy to answer them each week, as well! May God love you and I will speak to you soon!
Want to fundraise more for your Catholic apostolate?
Make sure to get your free copy of ‘The 10 Commandments of Catholic Fundraising’. It’s a book that highlights the ten tasks you should do to keep you focused on your mission and hit your fundraising target, every time.