Description

Jane Pfeiffer is the founder and President of Fieldtrip, a cause-focused agency dedicated to helping purpose-driven organizations help others. Fieldtrip is based on the belief that learning expands when you step outside with a sense of wonder and curiosity. Jane, and the Fieldtrip team, work across the country supporting important work including public and private education, homelessness, child abuse prevention, LGBTQIA+ advocacy, and other health and social services.

Key Takeaways:

• The three key attitude segments within the supporter population are these: first is culture or how they think about giving and supporting nonprofits. Second is if they believe the issues we’re facing today are solvable or at least improvable. The third is how they view the beneficiaries or the recipients of the mission. 
• Instead of trying to find the magic words that will make people care about your cause, talk to people and ask them what made them want to donate or support your organization. Once you determine their motivations, you can then know which of the three buckets they are in
• As communicators in the nonprofit space, it’s our role to help supporters understand the sociological and systemic context of what puts the beneficiaries in need. We must also inform supporters how progress is being made in a particular mission. For many, constant progress is enough to motivate them to support. 
• Supporters who are disconnected from the cause will become more motivated to support the mission once they are able to personally connect with what issues the beneficiaries face. They will gain this connection either through personal circumstances and experience or through media and nonprofit communication. 

“Demographics are typically the way we look at audiences. Don't worry about those details, let's focus on their mindset, and how they view both, important social issues, and the beneficiary. Then, what is their culture and approach around empathy.”

“What I run into so often is so many people think that if they're aware, they automatically care. And so people equate growing awareness with growing donations, and that's just not a guarantee”

“We either have to increase their level of understanding through the way we tell stories or wait for them to have some type of external exposure. They're ready to support but until it's connected to their world, they're gonna be less likely to.” 

- Jane Pfeiffer

Beyond Donor Demos: Leverage Attitudes Over Demographics for Nonprofits - https://wearefieldtrip.com/lp/research/

Reach out to Jane Pfeiffer at:

Website: https://wearefieldtrip.com/

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