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.

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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.

    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.

    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.

    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.

    But Gen Y isn’t where your immediate focus should be…
  • The Next Generation of Giving - Azadi version

    1. 1. @AzadiSheridan @BlackbaudEurope #BBEUserGroups
    2. 2. • 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
    3. 3. • 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
    4. 4. WHICH OF THESE MEAN “GREAT” OR “EXCELLENT” TO YOU? SICK WICKED WACKWICK COOL BOOK NANG SPIFFING BAD TOO MUCH EPIC GROOVY FAROUT FABGEAR SMASHING
    5. 5. WE WON'T DO THIS ONE….
    6. 6. 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+
    7. 7. Asked  Desire to increase ££ and time commitment ARE YOUNGER GENERATIONS WORTHLESS? NO!
    8. 8. Asked  Thinking about what they will leave behind to the charities they care about ARE YOUNGER GENERATIONS ON A DONOR JOURNEY?
    9. 9. WHAT CAUSES ARE DONORS GIVING TO… Personal Connections
    10. 10. THE GENERATION GAME Health Children Human Rights Environmental
    11. 11. HOW DO PEOPLE GIVE?
    12. 12. 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.
    13. 13. HOW DO PEOPLE GIVE?
    14. 14. HURRAH FOR REGULAR GIVING! Matures twice as likely as Gen Y to give via Direct Debit
    15. 15. HOW DO PEOPLE GIVE?
    16. 16. ARE WE MAKING THE MOST OF ONLINE? 40% of UK consumers said online giving is their main way of donating to a cause
    17. 17. HOW DO PEOPLE GIVE?
    18. 18. THE RISE OF MOBILE…
    19. 19. 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%
    20. 20. HOW DONORS FIRST LEARN ABOUT YOUR CAUSE
    21. 21. COMPARE FOLLOWERS PER TWEET
    22. 22. HOW DONORS FIRST ENGAGE WITH YOUR CAUSE
    23. 23. “IT’S ALSO AN INSTRUMENT OF CHANGE.” AMNESTY INTERNATIONAL
    24. 24. 25
    25. 25. HOW DONORS LIKE TO STAY ENGAGED
    26. 26. 15,000 ENGAGED FOLLOWS
    27. 27. INSTAGRAM.COM/CALGARYZOO2012AR# 77,000 VIEWS FOR AN ANNUAL REPORT!
    28. 28. SOCIAL PLAYS A BIG PART ACROSS ALL GENERATIONS
    29. 29. 30
    30. 30. KEY TAKE AWAY – MUST BE MULTICHANNEL
    31. 31. • 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
    32. 32. 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!

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