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One Big Reason to Know Who Your Donors Are

Do you run a really cool and happening ministry?  Is it full of excitement and pizazz?  Yet do you wonder, sometimes, why your donors don’t get how cool your ministry really is?

A recent study provides a powerful insight.  People in their 20s, 30s, and 40s tend to equate happiness with excitement, activity, jazzy stuff.  On the other hand, people in their 50s equate happiness with peacefulness.

Implications?  The young hip ministry tries to get their donor base excited over the ministry with cutting-edge materials and presentations when, in fact, their older donor base may well want peace.  This means calmer materials, steadiness, and a calm sense that “we are winning.”

As the study points out, remember who your donors are.  Don’t try to make them what you want them to be.

About Bill High

Bill is CEO of the Signatry: A Global Christian Foundation. He works with families, individual givers, and financial advisers to share the foundation’s message regarding biblical generosity and charitable giving. He is the co-author with David Green of Giving It All Away and Getting It All Back Again: The Way of Living Generously: » Learn More

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