The reasons donors STOP donating
The art of storytelling is fundamental to fundraising success.
That’s because when the very people donating to your organization stop supporting you, after financial constraints, there are two main reasons. They say:
“I no longer felt connected.”
“I did not trust that my donation was used wisely.”
This is true of every generation — from Boomers to Gen Z — according to the Bloomerang Generational Giving Report, 2024. And it’s not just a small number of donors saying this either; it’s 11% of Gen Zs, 26% of Millennials, 24% of Gen Xers, and 36% of Baby Boomers.
The best way to build that connection and trust is by consistently communicating how you spent their money in the first place. Donors don’t always want to be asked for money; they want you to reach out between asks and be transparent about the great work you’re doing in order to trust that their dollars are being used as promised.
But transparency isn’t just about presenting facts and figures, it’s about blending that data into compelling impact stories about your organization, your participants, and your team. By highlighting personal journeys intertwined with data outcomes, you create the emotional connections donors need to trust that their money is being spent wisely.
This is exactly what donors of all generations have said they want to hear. To bring back data from that same giving report:
52% of Gen Z donors are subscribed to a non-profit’s email list and are most excited to read about program updates and beneficiary stories.
60% of Millennial donors are subscribed to a non-profit’s email list and are most excited to read about program updates and beneficiary stories.
65% of Gen X donors are subscribed to a non-profit’s email list and are more excited to read about program updates and beneficiary stories.
68% of Baby Boomers donors are subscribed to a non-profit’s email list and are most excited to read about program updates and beneficiary stories.
Stories — that’s what donors of all ages say they want to hear from the organizations they support. And, sharing stories makes data meaningful — illustrating not just success rates but the real-world impact you’re having on individuals’ lives. It’s how you gain engaged supporters who ultimately want to continue to fund your efforts to create change.