AFP 2010 Presentation: Engaging Young Donors

Planning is harder than ever…
“I get up every morning determined to both change the world and have one hell of a good time.”
“Sometimes this makes planning my day difficult.”
E. B. White (1899 - 1985)
2

Every organization is seeking a younger donor.
But it may be this guy,
Not this guy.

Who are they?
MATURES (b. 1945 or earlier) 39 million Americans; 79% give
BOOMERS (b. 1946-1964)78 million Americans; 67% give
GEN X (b.1965-1980) 62 million Americans; 58% give
GEN Y (b. 1981-1991) 51 million Americans; 56% give

Generational Giving
79% Give
30.8M donors
$1066 yr/avg
6.3 charities
$32.7 B/yr
67% Give
52.2M donors
$901 yr/avg
5.2 charities
$47.1 B/yr
Average Gift
58% Give
35.9M donors
$796 yr/avg
4.2 charities
$35.9 B/yr
56% Give
28.5M donors
$341 yr/avg
3.6 charities
$28.6 B/yr
% Giving

Direct Mail Giving

Online Giving

Giving Channels
% donated this way in last 2 years (total)

Fundraising is profoundly multichannel

Who should we be talking to?

Who are you trying to reach?
11

What do you want them to do?
12

What do THEY want from you?
?
13

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Engaging Members & Activists
Lindsey TwomblyOnline Fundraising & Advocacy Manager

About HRC
Founded 1980 to help elect fair-minded candidates
Largest national political organization working for lesbian, gay, bisexual and transgender equality
Over 750,000 members and supporters

The Basics
Evaluating communication channels
Mail
Telephone
Online
Email
Website

First Step: Integration

Next Step: Expansion
Moving beyond DM, TM, and Email

Followed By: Sharing
Everything we do, everything we post, we encourage people to spread the word:

What Does This Look Like?
Mobile Example:

Social Networking Example:
Each time we post an advocacy on Facebook, we acquire 1,000 to 5,000 new email addresses and online activists

Fundraising Example:

Your Next Steps?
Find what works for your members
Test, test, test, test, test
Realize the time investment
Need to continuous monitor, update, and respond
Consistency is key
HRC’s success is through clear & constant messaging through all channels

Questions or Comments?
Lindsey.Twombly@hrc.org

AFP 2010 Presentation: Engaging Young Donors

by Convio on Apr 15, 2010

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AFP 2010 Presentation: Engaging Young Donors — Presentation Transcript