Scientific research into the modern donor: in conversation with Dr. Claire van Teunenbroek

Scientific research into crowdfunding in the Netherlands is not that common yet. That is why it is not surprising that the opening question 'Who has ever looked for scientific research as a basis for creating a crowdfunding campaign?' was answered with 'no'. Fortunately, there is the research of Dr. Claire van Teunenbroek of the Center for Philanthropic Studies at the VU, Amsterdam. At our Fundraising Inspiration Day she talked to Sales Consultant Lizzy Kreeftmeijer about her research into the motives of the modern donor.

It is difficult to interpret their motives because they differ per person and per situation. Not everyone is influenced by the same factors and everyone has their own reason for donating. However, the modern donor is a conscious giver. This donor no longer commits himself to one charity, but often gives once or for a short period of time to a project that they (at that moment) feel connected to. The project is, therefore, more important than the charity that is attached to it. That is why crowdfunding appears to be popular with the modern donor.

Who is the modern donor?
The well-known characteristics such as age, religion and living situation no longer play a role in defining the modern donor. For crowdfunding, you do not need to know where your target group lives, if the target group is active online, then age or religion is no longer leading. The story is what this modern donor cares about. In text, photo and video. They have to feel emotionally involved in the subject and they are critics: the story must be central - the mission, the quality of the project, the explanation of why a certain target amount is really needed - and not the charity behind the project.

What is special to see is that in the Netherlands crowdfunding for small local projects does better than large national campaigns. Campaign initiators and donors who live in each other's 'neighbourhood', are in each other's network, have a relationship with each other, and have more of a connection with each other. Campaigns that respond to this togetherness are more successful. Distance is therefore important, despite the fact that online fundraising basically knows no bounds.

How do you reach the modern donor?
In order to reach the modern donor, the use of social media is necessary – after all, people must be asked to contribute. The question of the story is therefore of great importance. Dare to ask, is such a well-known term. And it should not be just one question, but several times, on different channels. Contact via Facebook, Instagram or TikTok. Inform people via email and websites; updates on all channels. The use of social media increases the chance of giving.

The mix of motives
In our field, we speak of philanthropic crowdfunding: reward & donation-based. You give something and you get something in return. With reward-based crowdfunding, you get a reward in exchange for your donation. However, research shows that this 'quid pro quo' is only a main motive for ten per cent of the donors. Altruism therefore also applies to crowdfunding. The mix of motifs is what works best in a campaign. Intrinsic motivation, connectedness, emotions that are released by donation (joy of giving), the ability to give input and the presence of rewards. It is important to take this into consideration. Does your reward fit well with the project? At the same time, twelve per cent of the donors waive a reward.

A different ballgame
Fundraising through crowdfunding seems to fit well with the modern donor, but is rightfully a different ballgame. It's not something you can just wing. It is a team effort, in which different departments work closely together. It requires a hybrid role and a lot of flexibility. It has the future, in addition to the more traditional fundraising, but it must be supported in the organisation. It's not just a campaign; there must be a plan, a good story and cooperation. Only then does crowdfunding have the potential to reach, captivate and move the modern donor.