United Church of Fayetteville
The Client
The United Church of Fayetteville (UCF) is a small church located in Upstate New York. They are a Presbyterian church and define themselves as an inclusive space open to everyone including the LGBTQ+ community. As the congregation increased in age, the church noticed a decrease in new attendees which in turn resulted in a lack of funding. The research throughout this case study illustrates the trends associated with charitable giving.
The Mission
KLMC relations tracked and managed how charitable giving has changed with the introduction of technology. Targeting who is donating and how to ensure UCF can increase funding to ensure the congregations success. KLMC worked to exemplify the opportunities UCF has in their own community while understanding what makes donors want to donate.
Research Method
In order to increase fundraising activities for UCF, KLMC Relations had to first identify who the target audience is for charitable giving. To understand this, Active Church Members and Outsider Donors/Small Business owners were selected. The chosen qualitative research tool was Qualtrics Survey Tool and Research Suit. An 18 question survey was created and sent to different communities nation wide. The survey was published for seven days and received 98 respondents, a combination of business owners and community members. The purpose of this survey was to gain intel on who is inclined to donate and why. Additionally, identifying the top donation outlets was crucial for UCF so they can include these options in future fundraising endevors.
Participants
Active church/community members and business owners/vendors were the two target audiences of this survey.
- 74% of respondents were female and the other 26% were male
- The majority age group was 40-59 with an annual household income of $150,000 or more
- The participants came from a variety of regions in the US, not just the Syracuse area
- The majority of those who do not donate to nonprofits fall between 18-29 with an average income of less than $30,000 a year.
Results
The key takeaway from this survey is the positive intel that business owners want to be more involved in their communities. This creates opportunities for the United Church of Fayetteville to host community-wide events that allow owners to participate.
Business Owners Donate Because:
- Belief in the cause
- Benefits for their business
- Support their community
Non-Business Owners Donate Because:
- Give back to individuals
- Personal religious reasons
Overall:
- Giving is based on values (they need to align)
- The type of organization is important to most people (religious versus non-profit)
- People want to know where their money is going/if it's actually helping
Recommendations
In order to ensure continued success for the United Church of Fayetteville, KLMC cultivated ways to increase fundraising.
Fundraising recommendations:
- Check option made available during every fundraiser event
- Venmo QR codes and Apple Pay incorporated to cater to younger members
New member's recommendations:
- Target local business owners who are looking to get involved in their communities through CRM and digital marketing initiatives such as:
- Media outreach programs
- Establish a reader-friendly and vibrant church newsletter that encourages greater interest
- Interactive email and text marketing that brings awareness to UCF