The Next Generation of Canadian Giving Webinar

CANADIAN FUNDRAISING TODAY

AND TOMORROW

WHO ARE WE?

Mike Johnston

Founder, HJC,Integrated Fundraising Consultants

Integrated Fundraising Specialists

Dennis McCarthy

Vice President -- StrategyTarget Analytics -- Blackbaud

Strategic, Data-Driven Multi-Channel Marketing

HOUSE CLEANING TIPS..

At the end of the session, we’ll ask you to go online and fill out

our integration survey. We’ll select 1 WINNER to receive

complimentary 1-hour hjc digital and integrated fundraising

consulting session

http://www.surveymonkey.com/s/BJNBZNY

Take our survey at the end of

the session!

“THE MORE ONE

KNOWS, THE MORE ONE

CAN CONTROL EVENTS.”

SIR FRANCIS BACON

• DONOR FILES AND ACQUISITION LIST

SOURCES ARE SHRINKING – A MORE

COMPETITIVE ENVIRONMENT

Current Fundraising Reality

Aging Donor Base

• REVENUES ARE FLAT AND – IN MANY

CASES – ARE FALLING

DIRECT MAIL AND OTHER TRADITIONAL

CHANNEL COSTS/ROI ARE INCREASING/

FUNDRAISING MARGINS ARE SHRINKING

Current Fundraising Reality

WWBA?

What are the preferred giving channels of each generation?

What are the preferred communications and engagement channels?

Does age influence who you give to?

What are the basic dos and don’ts for fundraisers in 2013 and beyond?

Hail Angry Peasant! what skullduggery do you intend with that pitchfork?

How could thoust deny the vital nutritional content of this fine homebrewed ale?

• The cultivation survey:– Sent to 57,400 donors– 3 key segments: Monthly, Active &

Lapsed– 5,530 responses (response rate of 11%)– Raised $17,574 – a bonus!– Reactivated 30 donors– Found 85 expectances and 292 legacy

leads – 143 middle and major donor leads!– Shared budgeting!– Surveymonkey and RE

CANADA LEADING THE PACK

1. Donors from 35 to 45 were thinking of legacy gifts

2. Shown to be 300% over represented on LinkedIn

3. Open to Gifts of Stock

4. Now…. A LinkedIn Strategy for a Legacy Gift for younger donors….

HAPPY SURPRISES!

CANADA LEADING THE PACK

A recent online survey found

ANIMAL WELFARE

A recent online survey found

ALL THIS SHOWS… THINGS ARE

CHANGING…

THE NEXT GENERATION OF

CANADIAN GIVING

% Of Generation Giving

Tota

l an

nu

al g

ivin

g

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

55% 65% 75% 85% 95%

79% Give5.8 M donors$831 yr/avg4.5 charities$4.8 B/yr

62% Give4.5M donors$639 yr/avg4.0 charities$2.9 B/yr

78% Give6.9 M donors$942 yr/avg4.9 charities$6.5 B/yr

87% Give3.1 M donors$1507 yr/avg7.0 charities$4.7 B/yr

Gen Y

Gen X

Boomers

Matures

GENERATIONAL GIVING

Bubble size is ‘Estimated Annual Contributions’

An overview of annual giving by generation confirms the importance of Boomers in the charitable giving space.

Born: 81-91

Born: before 1946Born: 46-64

Born: 65-80

DRAW YOUR BUBBLES

A GRADE TWO QUIZ

Gen Y

Animal Protection

Mature

Human Rights

Gen X

Door To Door

Boomer

Arts

CAUSES – TOP TIER

GEN Y GEN X BOOMERS MATURES

PRIORITY CAUSE

45% 50% 50% 55%

21% 31% 31% 36%

32% 40% 38% 28%

18% 25% 23% 40%

15% 17% 17% 14%

12% 14% 11% 14%

50%

30%

35%

26%

16%

13%

71%

48%

46%

33%

23%

22%

Health charities

Local social service

Children’s charities

Place of worship

Animalrescue/protection

Emergency relief

Priority Cause Overall Giving

% donating overall to causes

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

• Health charities have the

largest % of donors

across generations

• For all top tier causes

capture, at least half of

donors see it as a

priority. Places of

worship and children’s

charities have the largest

%

• Emergency giving

dropped as a priority

cause across

generations↓

↓

↓↓ ↓ ↓ ↓

↓

↓ ↓

↓

↓ ↓

CAUSES – BOTTOM TIER

GEN Y GEN X BOOMERS MATURES

PRIORITY CAUSE

10% 8% 6% 10%

13% 8% 6% 9%

6% 8% 8% 10%

3% 3% 7% 10%

6% 5% 6% 4%

2% 3% 2% 6%

4% 4% 3% 4%

2% 3% 2% 7%

3% 4% 2% 3%

0% - 0% -

8%

9%

8%

6%

5%

3%

4%

4%

3%

0%

18%

16%

16%

11%

10%

9%

8%

7%

6%

1%

Education

Human rights,international dev.

Environmental,conservation

Arts/art-related

Victims of crime orabuse

Election campaigns

First responders

Troops/veterans

Advocacy

Trade union

Priority Cause Overall Giving

% donating overall to causes

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.24

↓

↑

↓

↓ ↓

WHAT CHANNELS ARE DONORS USING

IN NORTH AMERICA?

ANOTHER GRADE TWO QUIZ

Gen Y

Online Giving

Mature

Mobile Text

Gen X

Door To Door

Boomer

Telemarketing

GEN Y GEN X BOOMERS MATURES

55% 54% 58% 55%

45% 55% 35% 31%

21% 35% 47% 56%

36% 39% 38% 30%

29% 33% 40% 37%

11% 23% 36% 58%

22% 29% 37% 34%

22% 24% 29% 29%

24% 20% 25% 20%

25% 19% 11% 9%

15% 14% 12% 14%

5% 9% 15% 18%

7% 5% 4% 9%

4% 9% 4% 4%

5% 8% 4% 3%

12% 4% 2% -

6% 4% 3% 2%

1% 2% 3% 2%

Donated this way in last 2 years

56%

41%

41%

36%

35%

32%

32%

26%

22%

15%

13%

12%

6%

5%

5%

4%

4%

2%

Checkout Donation

Online Donation

Honor/Tribute

Purchase for Proceeds

Pledge at Event

Mailed Check/Credit Card

Door to Door*

Monthly Debit

Street Canvassing*

Third Party Vendor

Email*

Phone

Radio/TV*

Online Ad*

Will/Planned Gift

Mobile/Text

Social Networking Site

Stocks, Bonds, Property

GIVING CHANNELS

Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

*New or changed attribute, no tracking data

↑

↑

↑

↓

↑

↓

↑

↑

↓

↑

↑

↓

1%

1%

5%

6%

12%

18%

25%

33%

34%

34%

35%

43%

3%

6%

9%

9%

12%

14%

25%

16%

21%

23%

25%

24%

34%

36%

36%

30%

34%

29%

22%

15%

17%

16%

12%

9%

47%

41%

23%

18%

15%

11%

4%

8%

3%

6%

2%

1%

30

Acceptable Solicitation Channel(from organizations with an established relationship)

Very AcceptableVery UnacceptableNET GEN Y GEN X BOOMERS MATURES

+77 +78 +87 +77 +63

+69 +70 +76 +68 +62

+46 +53 +40 +46 +47

+34 +51 +43 +30 +13

+25 +50 +41 +11 +5

+8 +45 +26 -2 -33

-24 -4 -21 -37 -24

-26 +24 -5 -46 -65

-35 -6 -29 -49 -46

-35 -26 -38 -41 -30

-46 -17 -38 -54 -67

-57 -29 -48 -76 -63

Friend

Friend's child/grandchild

Letter/message

Radio or TV program

Email

Opt-in for extra charge on ticket/recording

Phone call

Message via social media

Voice message

Door-to-door canvassing

Street canvassing

Text message

ACCEPTABLE SOLICITATION CHANNEL

Net (Acceptable – Unacceptable)

Smwt Smwt

Channels with a personal connection are most acceptable, followed by letters or TV/radio.

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

MAKING A DIFFERENCE

30%

36%

7%

14%

9%2%

Gen Y

43%

21%

7%

14%

8%1%

56%18%

7%

9%5%

1%

Boomers

55%19%

10%

7%

4%2%

Matures

As we saw in the 2010 research, the feeling that monetary donations are the way to make the biggest difference increases with age. Gen Y – with more time than money --

is the one generational cohort that places more emphasis on volunteering.

Gen X

Money Volunteer Donate goods Spread word Fundraise Advocate

HYPER-CHOICE

IS IT THE DEATH OF

UNRESTRICTED GIVING?

24%22%

49%

26%

18%

53%

23% 25%

46%

10%

40%43%

Directed donation Unrestricteddonation

Either is fine

Directed Giving Preferences

Gen Y Gen X Boomers Matures

27%

55%

7% 5%

22%

44%

6%1%

22%

34%

5%0

14%

28%

7%2%

Decide wherefunds go

See the impactof my donation

Thank you gift Publicrecognition

Would Motivate Me a Great Deal to Make a Larger Donation to

Charity

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

Engagement: Directed Giving

HOW DO YOUR DONORS

LOOK AT TRANSACTIONS,

ENGAGEMENT, AND

OUTREACH?

TRANSACTIONAL: DIRECT MAIL

38

63%

56%

13%

11%

56%

50%

22%

23%

58%

55%

28%

36%

63%

64%

28%

58%

Mail from a charityis very or smwt

acceptable

Mail is importantway for charity to

stay in touch

Receive informationin the mail

Gave a donation inresponse to a mailappeal in the last 2

yrs

Gen Y Gen X Boomers Matures

• While donors say that direct mail is an acceptable and important way for charities to keep in touch with supporters …

• … There is a substantial drop across generations in the number who remember receiving info in the mail; and a big difference, except among Matures, in the number who say they have responded to direct mail

• Donors say that a charity’s website is an important way to stay in touch, yet far fewer report actually visiting these sites

• However, the website is an important transaction channel –especially with Gen X. More say they contributed in this way across generations in 2013 than in 2010

TRANSACTIONAL: ONLINE

39

85%

41%

45%

76%

29%

55%

60%

25%

35%

45%

16%

31%

Visiting website isimportant way tostay in touch with

charity

Visit website ofcharities you

support

Made a donationthrough org's

website in last 2years

Gen Y Gen X Boomers Matures

Website

Credit card 90%Paypal 38%Amazon payment 2%

Ways Would Pay

2010

41%

37%

29%

24%

↑

ENGAGEMENT: WORKPLACE

60%

36%

58%

40%

49% 50%

25%

75%

Have given in theworkplace

Have not given inworkplace

Workplace giving is more prevalent among younger workers. Gen Y is likely to give this way just once, while Boomers are more likely to give through payroll.

Workplace Giving GEN Y GEN X BOOMERS MATURES

Participated in a workplace fundraiser

30% 33% 30% 13%

Made a one-time donation through your workplace

24% 16% 20% 4%

Made a donation through payroll deduction

11% 18% 24% 4%

Volunteered through your workplace

19% 12% 16% 4%

Made a donation where your employer matched the gift

15% 15% 11% 4%

Participated in a workplace walk/run/challenge

15% 11% 13% 8%Gen Y Gen X Boomers Matures

(filtered among those employed or student)

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

• Corporate Donors phoned/mailed/emailed proposal

• Lead to Starbucks doing a coin collection at 90 of their retail stores.

• Also led to online Employee Giving campaign (138 employees (almost

all new donors) gave over $4,000 in lieu of Christmas gifts

ENGAGEMENT: RETAIL GIVING

Retail giving, last

12 mos, 34%

No retail giving43%

Not sure23%

Gen Y: 54%Gen X: 38%Boomers: 29%Matures: 19%

Motivations(Single most important reason)

Total Y X B M

Cause 64% 58% 69% 64% 61%

Product 19% 28% 18% 25% 18%

Total Y X B M

Given to cause before 24% 21% 18% 31% 29%

Would have given anyway 35% 30% 39% 34% 42%

Have given since purchase 11% 17% 9% 8% 11%

Plan to give directly in future 28% 27% 30% 20% 42%

Will retail give to this charity in future 48% 40% 45% 56% 55%

None of these (1x gift) 10% 16% 12% 2% 13%

Relationship to Cause

• Gen Y & X are more likely to give by retail purchase

• All are primarily motivated by cause over product

• Responses suggest that retail is a good way to increase donations and raise awareness, but many of these will not convert into regular donations beyond retail

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

CHANNEL ECOSYSTEMNO SILVER BULLET: FUTURE IS INTEGRATED

Work place

Retail giving

Check in the mail

Mobile

Social media

Online

Email

Crowd funding

Text/SMS

Peer-to-Peer

Transactional OutreachEngagement

Direct mail

Website

Volunteer/Meetups

Monthly giving

Directed giving

47

KEY NEXT GEN FUNDRAISING QUESTIONS

TO ASK YOURSELF

HAVE I IGNORED THE UP AND COMING

YOUNGER GENERATIONS; OR RELEGATED

THEM TO AN UN-STRATEGIC SOCIAL MEDIA

EFFORT?

DOES MY FUNDRAISING CHANNEL MIX

INCLUDE DIRECT MAIL FOR YOUNGER

DONORS AND DIGITAL COMMUNICATIONS

FOR OLDER ONES (HINT: IT SHOULD)?

AM I PREPARING FOR THE FUTURE BY

ADDRESSING THE CULTURAL DEMANDS

GENERATIONS X AND Y ARE PLACING ON

INSTITUTIONS (SUCH AS TRANSPARENCY)?

AM I EMPOWERING MY MOST

ENTHUSIASTIC SUPPORTERS TO

FUNDRAISE AND EVANGELIZE ON MY

BEHALF?

OUR KEY

RECOMMENDATIONS

KNOW YOUR DONORS’ BIRTHDAYS.

OUR KEY

RECOMMENDATIONS

MAKE DONORS HAPPY.

NOW IS THE TIME TO CREATE AND TRACK DONOR

SATISFACTION METRICS AND TO CLOSELY TRACK

RETENTION BY CHANNEL AND BY GENERATION.

IT’S ALSO TIME TO PAY MORE ATTENTION TO INBOUND

COMMUNICATIONS BY DONORS.

OUR KEY

RECOMMENDATIONS

PREPARE FOR THE FUTURE TODAY. THERE ARE

THINGS ORGANIZATIONS CAN AND SHOULD DO TODAY

TO ATTRACT YOUNGER SUPPORTERS (GEN X, Y, Z)

AND A SHARE OF THE ROUGHLY $6 BILLION THEY GIVE

EACH YEAR.

IT’S NOT JUST ABOUT TWEAKING THE TACTICS. MANY

OF THE BIGGEST IMPEDIMENTS TO EFFECTIVE

MULTICHANNEL FUNDRAISING ARE ORGANIZATIONAL

AND POLITICAL.

HOW ABOUT YOURS?

CONCLUSION

THE FUTURE HAS ARRIVED

IT IS A MULTI-CHANNEL FUNDRAISING WORLD

IT IS ALSO A FUNDRAISING ENVIRONMENT IN WHICH

THE DONOR DEMANDS, AND RESPONDS TO AN

INTEGRATED RELATIONSHIP

ARE YOU READY?

THE INTEGRATED MARKETING

ADVISORY BOARD

• Promoting active discussion of integrated marketing in the nonprofit sector

• Sign up to find inspiration through:

• Case studies

• Fresh ideas

• Practical tips

www.imabgroup.net

Twitter: @TheIMAB

At the end of the session, we’ll ask you to go online and fill out

our integration survey. We’ll select 1 WINNER to receive

complimentary 1-hour hjc digital and integrated fundraising

consulting session

http://www.surveymonkey.com/s/BJNBZNY

Take our survey at the end of

the session!

Join us October 10th:

https://attendee.gotowebinar.com/register/4439445676074228225