Different Message Preferences
Among Q4 2025 donors overall, the rent-versus-groceries stability message led at 35%. Among new Q4 donors, the child-focused message won at 22%, with rent-versus-groceries second at 20%. The "100% of your gift goes directly to those in need" message barely resonated (6% for new Q4 donors versus 26% among other-quarter donors).
Grouped bar chart of the message each donor group found most compelling. New Q4 2025 donors most often chose the child-focused message, 22%, followed by rent versus groceries, 20%. Returning Q4 donors chose rent versus groceries most often, 35%. The message that 100% of a gift goes directly to those in need was chosen by 6% of new Q4 donors and 26% of donors who gave in another quarter.
