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

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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