Some important statistics about COVID-19 crisis donors

Who’s responding to COVID-19 emergency appeals?

Here’s some survey information from the 2020 Global Trends in Giving Survey, as reposted by the Nonprofit Tech for Good blog, at 10 Must-Know Stats About COVID-19 Donors:

Demographics

68% of the COVID-19 donors were female, 31% male. This is a normal gender breakdown for donors.

A little more unusual is the ages of donors:

  • 11% Matures (born 1925-1945)
  • 41% Baby Boomers (born 1946-1964)
  • 22% Gen X (born 1965-1979)
  • 24% Millennials (born 1980-2000)
  • 2% Gen Z (born since 2000)

This is a meaningful tilt toward younger donors from typical donor ages, which is not unusual for crisis giving. This tells us something important: You can expect lower-than-usual retention from your first-time crisis donors. The most effective way to succeed is to urge as many of them as possible into monthly giving.

Preferred methods of giving

This is interesting too, as the online giving is very much higher than what we usually see. But it does fall in line with crisis giving in general:

  • 80.5% online
  • 18.6% bank/wire transfer
  • 14.4% direct mail/post
  • 12.9% PayPal

(Adds up to more than 100% because many of the categories overlap. There were several others given, all in the single digits.)

It’s possible this high level of online giving signals a shift in donor behavior. Be on the lookout for an increase in online giving, and use this as a reason to up your digital game!


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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