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Team:
Leah Glass
Meagan Hamilton
Michelle Kim
Cliff Maske
Jack Nguyen
The Ask:
Uncover the motivations of younger local donors and develop a messaging strategy that inspires urgency, connection, and action for The Span Center.
Research Methods
170
Richmond Local Survey
Responses
8
Message Testing
Follow-Ups
Desk Research
MRI Simmons
Mintel
Reddit
Target
Richmond Renaissance Woman
Affluent, female, community-minded optimists planning for the future.
Find belonging in
family, friends, schools, and neighborhoods
over formal institutions
Lifetime of Donor:
25-34 yrs. old
Micro-donations $10-$20
40-50 yrs. old
Larger gifts $25-$100+
College Educated
Avg. Income
$150K - $250K
Balance between career & family
Richmond, Henrico, & Chesterfield
Problem
For over 50 years, The Span Center has helped older adults, individuals with disabilities, and caregivers. But today, rising demand, stagnant funding, and disengaged younger donors threaten services supporting a future most people don’t yet see themselves in.
Richmond donors prioritize transparency, social responsibility, and community in messaging.
Transparency
66%
say they are more likely to give
54%
when they have a clear idea of how their donation will be used
of young donors track their money closely
When each dollar matters, show how their dollars makes a difference.
Messaging with Tangible Impact:
“Your $20 donation provides transportation to a doctor’s appointment for an older adult in Richmond.”
Motivate by showing direct results of generosity.
Social Responsibility
75% Agree
everyone deserves access to health resources, regardless of background.
when organizations are seen as heavily government-funded.
But trust in non-profits
drops 19%
Reframe government funding as supportive, not sufficient.
Messaging with Personal Stories:
Build empathy and human connection through storytelling.
“Megan, a 72-year-old in RVA, relies on volunteer rides to get to doctor appointments. Your gift makes sure she isn’t alone.”
80%
of Richmonders interact with older adults
believe older adults are supported enough in the Richmond area
But <8%
daily or weekly
Community
Keep storytelling rooted in the local community.
“Right here in Richmond, neighbors over 65 are struggling with transportation and food. Your donation stays local.”
Appeals to community pride and place-based identity.
Messaging with Local Connection:
“I consider it a privilege to be able to see our aged adults being taken care of, and wish all aged adults had the same options.”
-Survey Respondent
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