Non-donors have the wealth or income but choose not to participate.   How can the ACS interest them?  The Center on Philanthropy at Indiana University has come up with some differences between the wealthy that  do and those that don’t. 

Those that do had incomes averaging $113,000 and those that did not at $82,000. The don’t are less likely to be married, but more likely to be devoiced or separated.  They have less formal education than the do’s too. 

What should non-profits do to engage these people?  The focus should be on understanding their circumstances.  Fund raisers should not judge .  The voluntary nature of philanthropy is one of the aspects that helps bring joy to the donor,. It is that joy and satisfaction that helps nurture and grow as the donor’s ability and inclination to give increases.  That joy and satisfaction should be broadcast to the nondonor and maybe he or she will surprise you. 

From Eugene R. Tempel at I.U. as it appeared in in the Aug.1, 2006 The NonProfit Times.NPT

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