Distance Does Not Cause the Giving Heart to Grow Fonder
The recently released study by the Indiana University Lilly Family School of Philanthropy and CCS - The Million Dollar Gift Next Door - revealed that 50% of the donors lived in the same state as the organization they supported, and another 10% in the same region. So 60% of all top gifts come from people who are thinking local.
Good news for local organizations, and schools with a lot of alums nearby. For everyone else it is a wake-up call to find ways to bridge the distance between their missions and the hearts of their donors.
On the face of it there is an easy answer as to why - people want to keep their money close to home. Certainly makes sense, but is there something deeper at work? Are donors saying they don't trust organizations they can't see? Is the connection between their mail box and the mission not enough? Is social media failing to make the digital connection? Has face-to-face...