WHAT IS A HERO?
Jill C. Oba
What is a Hidden Hero?
Jill C. Oba
• HERO:– A person who is admired for their courage,
outstanding achievements, or noble qualities
• HIDDEN HERO: – A person who makes a difference day to day in the
lives of one person or multiple
Jill C. Oba
Written by: Fraser Green
Jill C. Oba
WHY IT’S TIME TO FOCUS ON YOUR EVERYDAY DONORS
ARTICLE ANALYSIS
• OBJECTIVE:– examine whether ordinary donors- those who
make one time gifts or gifts under $500 could make larger gifts
• This study looked at “everyday” donors– They eliminated donors who were giving either
monthly, or made gifts of $500 or more to the charity, as well as donors interested in making a planned gift
Jill C. Oba
FINDINGS
Jill C. Oba
Jill C. Oba
Jill C. Oba
Four Generational Cohorts that Make up the Overall Donor Population
• Civics (also called the WW2 Generation) were born before 1946
• Baby Boomers were born between 1946 and 1966
• Generation Xers were born between 1967 and 1982
• Millenials (aka Gen Y) were born after 1982
Jill C. Oba
Jill C. Oba
BLUE FROG
Noblesse Group
Humble and Holy
Middle Class Heroes
Jill C. Oba
HERO DONOR
• Definition:– The everyday, or “ordinary” donor, who makes an
average gift in the amount $35 to your organization, yet also has the capacity to make donations greater than $500
Jill C. Oba
What is a Hero Gift?
Jill C. Oba
“HERO-NOMICS”
Jill C. Oba
Jill C. Oba
QUESTIONS TO CONSIDER
1. What are some tactics Fundraisers can use to steward and attain these “hidden heroes”?
2. Is there a way to profile a hidden hero?
3. If so, what are the negative implications in doing so?
Jill C. Oba
SOURCES
• https://charityvillage.com/Content.aspx?topic=Hidden_Heroes_Why_it_s_time_to_focus_on_your_everyday_donors&last=537
• http://goodworksco.ca/heroesinfographic.aspx
• http://blog.goodworksco.ca/tips-2/july-2013-monthly-tip-thinking-about-donor-retention/
• http://www.bluefroglondon.com/downloads/papers/Mid_Value_Donor.pdf
Jill C. Oba
Top Related