While Procter & Gamble used to aim its marketing at the huge middle class, now it is changing many of its products and the way they are sold, because many formerly middle class shoppers are trading down to lower-priced goods. At the same time, upper income customers are not skimping on more expensive items. So P & G is now marketing to the top and the bottom of the consumer continuum, while targeting less towards the middle.
Does this have relevance for fundraising? Absolutely. It can’t help but affect the type and sizes of gifts that nonprofit organizations can depend on now and in the future. We share the same markets with P & G and every other organization that wants dollars from the public.