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The Nonprofit Show
Abundance Mindset Meets Real Metrics: Donor's Expectations in 2026
In this energizing conversation, Ann Fellman, Chief Marketing Officer at Bloomerang, provides a data-forward look at what donors will expect in 2026—and what that means for the business of fundraising. The conversation opens with a “hopeful reframe” rooted in fresh research: Bloomerang conducted a national survey of 1,000 U.S.-based donors in November 2025, and the findings point to a bright, measurable shift—not a collapse—in generosity.
Ann’s central message is numbers-backed and morale-boosting: donor behavior is changing, but people still want to give. As she puts it, “It’s not a decline in generosity. It’s a shift in how generosity shows up.” For nonprofit leaders, that shift demands smarter relationship strategy, not louder volume. Younger donors, especially Gen Z and Millennials, are “more relational,” seeking belonging and alignment. Ann expands the classic “time, talent, treasure” framework with two additional drivers—testimony and ties—because social proof and community can be the catalyst that converts interest into giving.
Several statistics land like actionable business insights. Gen Z respondents were twice as likely as Baby Boomers to give after a positive interaction, and 21% said they were influenced by a celebrity or peer. Millennials showed strong values alignment, with 43% prioritizing shared values. Meanwhile, channel strategy needs a reset: donation sites and nonprofit websites remain leading channels, with 48% of Millennials gravitating toward website giving. Yet the surprise data point for 2026 planning is direct mail: Gen Z reported being twice as likely as older generations to give via direct mail—often because tactile outreach can lead to digital conversion through QR codes.
Trust also emerges as a major retention lever. Ann shares that 70% of Americans have done recurring giving, signaling confidence in mission and stewardship, while Gen Z is the most likely generation to stop giving when trust erodes. The operational mandate is clear: personalized, timely, segmented communication that respects attention. In Ann’s words, “Personalization is not a nice to have… it’s going to be a must to have.”
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