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The Next Generation of Canadian Giving Webinar by Mike Johnston and Dennis McCarthy on September 25, 3013
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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
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
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