Understanding Fundraising and the Employee’s Decision To Give Wendi Herum May 2003

Why I chose this topic  Member of Northwestern College Advancement Office  Disappointing results from annual staff/faculty campaign

Research question  Is there a relationship between employee understanding of fundraising and their decision to donate to the organization?

Why this topic is important  Nonprofit donations are important to our national economy 819,000 nonprofit organizations $ billion industry

Why this topic is important  Nonprofit donations are important to educational Advancement departments $24.2 billion industry Raise more funds

Survey participants  Northwestern College  Bethel College & Seminary  John Brown University

Survey response  1186 surveys distributed  493 surveys returned  42% response rate

Survey  30 question survey  Sought to identify employee perceptions of Advancement’s role in fundraising Advancement’s methods in fundraising Advancement’s effectiveness in fundraising

I understand Advancement’s role in fundraising Percentage

I understand the methods Advancement uses to raise funds Percentage

I think Advancement is effective in raising funds Percentage

If I had additional resources I’d give more to this organization Percentage

If I had additional resources I’d give more to this organization Percentage

What does this mean?  There is a slight relationship between employee understanding and donating  Data does not prove understanding increases donating

How can this research benefit Advancement departments?  Areas of opportunity  Among non-donors 54% don’t understand role 51% don’t understand methods 31% don’t believe Advancement is effective

How can this benefit Advancement departments?  Data suggests an opportunity to improve employee perception of Advancement area

Future research  Research reasons why employees do not give  Determine if Advancement’s time is well- spent educating employees about its function

Questions?