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USA Critical Fundraising Report

The Critical Fundraising Report for the USA – which was published on 1 April 2019 – contains eight essays and makes 23 recommendations.

Issues tackled

  1. State of public trust and the nonprofit starvation cycle
    Barbara O’Reilly, CFRE (Windmill Hill Consulting)


  2. Stagnant donor retention rates and national giving levels
    Marc A. Pitman, CFC (Concord Leadership Group)


  3. Tax reform and what it means for charitable giving
    Cherian Koshy, CFRE (Des Moines Performing Arts)


  4. The current and anticipated fundraising talent crisis 
    James Green, MBA, CFRE


  5. Defining standards for fundraising
    Heather R. Hill, CNM, CFRE (chair of the Rogare board)


  6. Diversity, inclusion, and gender equity
    Ashley Belanger (Ashley H. Belanger Consulting)


  7. How data, technology and social media are affecting fundraising
    T. Clay Buck, MFA, CFRE (Boys and Girls Clubs of Southern Nevada)


  8. The misalignment of social fundraising data sources and donor relations
    Taylor Shanklin (Pursuant).

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Recommendations include:

  • Invest in the career development of fundraisers from the Millennial generation to avert an imminent talent crisis

  • Remove from donor communications all language that promotes the percentage of the donation that is allocated to programs

  • Conduct more research into and develop fresh thinking on donor retention, particularly around gifts that are not intended to be renewed annually, and how relationships are measured with donors who only give sporadically

  • A raft of measures to encourage inclusion at an organisational and individual level

  • Develop a new set of standards for professional practice that include the levels of knowledge needed to practice as a fundraiser.

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More information

  • Download the Critical Fundraising (USA) Report.

  • Read the press release announcing the publication of the CFR (USA) Report.

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Barbara O'Reilly

Task group leader

Windmill Hill Consulting (USA)

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