Blackbaud's recent report, First Impressions: Spontaneous Giving Insights, uncovers many trends and insights on the behaviours and motivations of impulsive donors. What can we take away from these figures, and how can charities leverage these findings into data-driven actions?
Small Donations, Big Impact
The majority (50%) of spontaneous givers in the past year donated to just one organisation, with 43% contributing amounts under $50.
Takeaway: With many spontaneous donors choosing to support just one charity, making a strong first impression is crucial. An eye-catching, user-friendly website effectively communicating the organisation's mission and impact can help capture attention and build trust immediately. First-time visitors should immediately see the value of their support, which may encourage them to give—and to choose your organisation as their go-to for future donations.
Familiarity Breeds Generosity
72% of spontaneous donors were already familiar with the organisation they supported.
Takeaway: Building and maintaining visibility is crucial. This highlights the importance of an ongoing presence rather than sporadic appeals. Sharing impactful stories, updates, and successes regularly across social platforms and email newsletters keeps your organisation at the forefront, potentially increasing spontaneous giving among familiar audiences.
Research is Part of the Process
Nearly half (48%) of spontaneous donors researched the organisation before giving, with 37% spending 5-15 minutes on this step. Most did so on the NFP's website (24%) or through Google (17%).
Takeaway: A well-crafted website and SEO strategy are essential. Spontaneous givers may be giving impulsively, but they still want to feel confident about where their money goes. Ensure your website and social profiles communicate your mission, financial transparency, and recent accomplishments to build instant trust with new visitors.
Direct Giving Beats Crowdfunding
Most spontaneous donors (37%) gave through the NFP's website, while only 5% used crowdfunding platforms.
Takeaway: This data suggests that donors prefer the assurance of giving directly. Not-for-profits should ensure a smooth, intuitive donation experience on their website, optimised for mobile and free of unnecessary steps.
The Emotional Pull
When asked what prompted them to give, 42% of spontaneous donors said, "I felt the need to do something to help," and 30% noted that "Something pulled at my heartstrings."
Takeaway: Emotional storytelling matters. Invest in content that conveys the human side of your mission. Authentic, compelling stories—whether through images, videos, or testimonials—can be powerful motivators for spontaneous giving. Try positioning these stories prominently on donation pages and social posts to maximise impact.
Ease of Giving Influences Repeat Donations
More than 60% of spontaneous givers said they intend to give again or have already done so. When asked what would influence their likelihood of donating again, 69% said being "easy to do" was a top factor.
Takeaway: Make giving simple. To reduce friction, consider integrating streamlined features like digital wallets, one-click Gift Aid, and simple forms. For recurring donations, a quick opt-in process for automated monthly giving could turn a one-time spontaneous donor into a sustained supporter.
Turning Insights into Action
The spontaneous donor is both an opportunity and a challenge: they may not be immediately dedicated, but their willingness to act on impulse and give again easily means they're a highly valuable segment. To tap into this potential:
- Optimise for Speed and Ease: Invest in a donation page that loads quickly, minimises form fields, and is mobile-friendly.
- Create Urgent Calls to Action: Spontaneous givers are driven by an immediate sense of empathy or responsibility. Highlight the urgency of needs in campaigns, and don't be afraid to ask for help and support clearly.
- Keep Nurturing Your Donors: Since many spontaneous donors are open to giving again, stay connected. Create stewardship sequences that thank donors and share stories, updates, and their impact to keep your organisation in mind when the urge to give arises.
By adapting to these insights, not-for-profits can cultivate a relationship with spontaneous givers that transforms one-time generosity into ongoing support. The key is to be present, accessible, and emotionally compelling, meeting these donors where they are—and empowering them to act in the moment.
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