It was nice to learn that, in general, people want to be generous and are naturally willing to contribute when asked. This generosity peaked during the COVID-19 pandemic. An impressive total of $577 billion in donations was recorded from 1983 to 2023. Notably, religious organizations were the top sector, with 64% of donations coming from individuals vs. corporations and a remarkable retention rate of over 51% from new donors.
While traditional ways of giving are still very much alive—cash is still king—there’s a significant shift towards digital donations, making mobile apps and websites necessary tools for any organization to grow its donations. Interestingly, although the total dollars donated have increased, the number of individual donors has actually decreased. This trend shows the wealth concentrated among a few but more generous donors. It is clear that it is important to track donor engagement and implement strong stewardship practices to improve donor retention.
The conversation also touched on the donor lifecycle, where understanding the different stages of donor engagement—from acquisition to retention—was stressed as vital for long-term success. Christie also emphasized that being specific in fundraising campaigns is extremely important—donors are more likely to give when they know exactly where their money is going and who will benefit from it. People with large amounts of money are very private, and giving is very personal. So, sharing the story matters. Also, following up with donors after their contributions to show the impact of their gifts is essential to closing the loop and building lasting relationships. Establishing a repeat donor strategy can turn one-time givers into lifelong supporters.
This led to another key takeaway from the workshop—the idea of planned giving as a high-potential strategy. Christie noted that couples often make giving decisions together, highlighting the importance of a shared mission. Organizations can create meaningful connections with families that last a lifetime and, therefore, also help donors prepare their families’ legacy.
During a peer benchmarking case study, the lack of staffing and technology resources in other organizations was discovered as a common challenge. A practical solution that emerged from the Dominican Friars’ 10-year transformation was that investing in a dedicated development director reaped returns within 18-24 months, proving the value of professional staffing and phased staff growth.
Lastly, the fundamentals of crafting an “elevator pitch” were reiterated: communicate who you are within the province, what you represent, what makes you unique, and what your goals are. By mastering this concise messaging, province leaders can effectively attract and engage potential donors.
The workshop concluded with the expectation of meeting again in six months for an in-depth discussion on the current tools available, deepening relationships with donors, and partnering with the Province PDO (Planning & Development Office) to further enhance local fundraising efforts. Focusing on these strategic elements will allow the province to cultivate a thriving support network and ensure the Salesian mission flourishes.
By Martha Hernandez works as the Website & Online Services Coordinator in the Salesian Social Communications Office for the Salesians of Don Bosco Western Province.
