The Next Generation of Giving - Azadi version
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The Next Generation of Giving - Azadi version

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My take on Blackbaud's "Next Generation of Giving" presentation, with a whole load of engagement and other fundraising examples thrown in.

My take on Blackbaud's "Next Generation of Giving" presentation, with a whole load of engagement and other fundraising examples thrown in.

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  • Although Gen Y (unsurprisingly) continue to lead the way for social networking– the Boomers and Matures have a significant presence that should not be ignored. <br /> <br /> While giving hasn’t taken off via social networking site (at least not yet!) – do not underestimate the power of social networks for awareness and engagement with all generations. <br /> <br /> Gen X and Boomers are adapting to technology more rapidly than anticipated. Research supports targeting Gen X and Boomer donors with interactive elements like video, petitions and podcasts. All tools that they report they’d be willing to try and offer a great opportunity for your organisation to build up engagement. <br /> <br /> And speaking of engagement – the Gen Y, who aren’t yet giving in a large capacity – are social advocates in the making. 27% follow a cause and 25% share content online with their friends. Engaging these young digital stars can help your organisation raise your profile – and encourage a culture of philanthropy among younger donors. <br /> <br /> But Gen Y isn’t where your immediate focus should be…

The Next Generation of Giving - Azadi version The Next Generation of Giving - Azadi version Presentation Transcript

  • @AzadiSheridan @BlackbaudEurope #BBEUserGroups
  • • Conducted from November 2 – 5, 2012 • Data is based on 1,498 qualified interviews • To qualify, respondents had to have donated money to a not-for-profit or charity in the past 12 months ABOUT THE STUDY
  • • Matures (b. 1945 or earlier) out-perform all other donor segments - Donate 27% more than Gen X - Donate 38% more than Baby Boomers • Matures are most loyal of all the generations to their chosen charities - Almost 30% having donated to their causes for between 10 and 15 years - 16% for more than 20 years CONFIRMING WHAT WE KNOW
  • WHICH OF THESE MEAN “GREAT” OR “EXCELLENT” TO YOU? SICK WICKED WACKWICK COOL BOOK NANG SPIFFING BAD TOO MUCH EPIC GROOVY FAROUT FABGEAR SMASHING
  • WE WON'T DO THIS ONE….
  • Aged 22-32, represents 13.45% of UK population Aged 33-48, represents 22.5% of UK population Aged 68+, represents 14.2% of UK population Aged 49-67, represents 22.4% of UK population 63+
  • Asked  Desire to increase ££ and time commitment ARE YOUNGER GENERATIONS WORTHLESS? NO!
  • Asked  Thinking about what they will leave behind to the charities they care about ARE YOUNGER GENERATIONS ON A DONOR JOURNEY?
  • WHAT CAUSES ARE DONORS GIVING TO… Personal Connections
  • THE GENERATION GAME Health Children Human Rights Environmental
  • HOW DO PEOPLE GIVE?
  • IS THIS AN OPPORTUNITY? Scan my QR code with your smartphone to learn more about us! 26% of UK donate goods as a first interaction with a charity.
  • HOW DO PEOPLE GIVE?
  • HURRAH FOR REGULAR GIVING! Matures twice as likely as Gen Y to give via Direct Debit
  • HOW DO PEOPLE GIVE?
  • ARE WE MAKING THE MOST OF ONLINE? 40% of UK consumers said online giving is their main way of donating to a cause
  • HOW DO PEOPLE GIVE?
  • THE RISE OF MOBILE…
  • WHY BOTHER? Would you be willing to use a smartphone to make a donation through a browser? Gen Y 36.4% Gen X 25.3% Boomer 6.1% Mature 2.9%
  • HOW DONORS FIRST LEARN ABOUT YOUR CAUSE
  • COMPARE FOLLOWERS PER TWEET
  • HOW DONORS FIRST ENGAGE WITH YOUR CAUSE
  • “IT’S ALSO AN INSTRUMENT OF CHANGE.” AMNESTY INTERNATIONAL
  • 25
  • HOW DONORS LIKE TO STAY ENGAGED
  • 15,000 ENGAGED FOLLOWS
  • INSTAGRAM.COM/CALGARYZOO2012AR# 77,000 VIEWS FOR AN ANNUAL REPORT!
  • SOCIAL PLAYS A BIG PART ACROSS ALL GENERATIONS
  • 30
  • KEY TAKE AWAY – MUST BE MULTICHANNEL
  • • Review your website for content and ease-of-use, inc mobile browsing • Respond engage via the right channels: Ask donors what they want • Concentrate on your digital presence - Make content interesting and sharable - Use calls to action appropriately • Find your digital advocates - Figure out how to engage them • Find your donors through their Doctor Who!! WHAT TO DO TODAY
  • To download a copy of the report, visit: http://www.blackbaud.co.uk/nextgenukreport https://www.blackbaud.co.uk/psychologyofonlinegiving Other research: Data-Driven Fundraising, State of the Non Profit Industry Survey Chat with me! @AzadiSheridan or THANK YOU!