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Salesforce.org Delivers the First-Ever “Connected Nonprofit Report” for an In-Depth Look Into the Current State of Giving

New research shows that 90% of donors say it is important to know how their donations are impacting the causes they support

09:00 AM EST Dec 14, 2016
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Sixty-five percent of donors would give more money if they felt their nonprofits knew their personal preferences—and 75% of volunteers would give more time

Nearly triple the number of millennials (30%) learn about giving opportunities via social media versus baby boomers (11%)

San Francisco, CA—Salesforce.org, the philanthropic arm of Salesforce (NYSE: CRM), today released its “2016 Connected Nonprofit Report,” surveying more than 1,500 U.S. adults who have donated and/or volunteered at nonprofits in the past 12 months, to understand the current state of giving and how people engage with nonprofit organizations.

There is a cultural shift happening in the nonprofit sector where the measure of nonprofit success is no longer based on the amount of dollars raised, but on the impact they’re making on the communities they serve. Consequently, donors and volunteers expect more transparency, and want to know how their time and money is impacting the causes they support. Salesforce.org’s “2016 Connected Nonprofit Report” found that 90% of donors think it’s important to understand how their money is impacting the nonprofits they support, but more than half (52%) don’t know how their donations are being used.

Greater use of technology has also played an important role in changing the landscape of the nonprofit sector. Because of this, many volunteers and donors expect organizations to tailor communications and experiences to their personal preferences. In fact, the report found that 65% of donors would give more money and 75% of volunteers would give more time annually if they felt their nonprofit knew their personal preferences.

The study was conducted online by Harris Poll on behalf of Salesforce.org from September 9-13, 2016. To download the Salesforce.org “2016 Connected Nonprofit Report,” please visit: http://salesforce.org/connected-nonprofit-report-16

Key Report Findings:

Nonprofits could be losing volunteer time and money by not engaging with their constituents in more personalized and modern ways

While supporters are still engaging with nonprofits in more traditional ways, they want to engage with nonprofits through modern technology

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Methodology

This survey was conducted online within the United States by Harris Poll on behalf of Salesforce.org from September 9-13, 2016. There were a total of 2,093 U.S. respondents, ages 18 and older, among whom 1,609 had supported a nonprofit in the past 12 months. This online survey is not based on a probability sample, and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Annie Vincent at avincent@salesforce.com. To download the full “2016 Connected Nonprofit Report,” please visit: http://salesforce.org/connected-nonprofit-report-16

About Salesforce.org

Salesforce.org is a nonprofit social enterprise with a mission to empower its community of stakeholders to accelerate impact in a whole new way. It impacts thousands of organizations and the millions of people they serve by delivering the world’s best nonprofit and educational technology solutions at affordable rates. It also inspires employee giving by matching their donations and driving volunteer engagement in the community. And it leverages a unique self-sustaining model to generously re-invest the revenue generated back into the community through strategic grants focused on education and workforce development.

Since 1999, Salesforce technology has powered more than 30,000 nonprofit and education institutions; Salesforce and its philanthropic entities have provided more than $137 million in grants; and Salesforce employees have logged more than 1.8 million volunteer hours around the world.

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