Next Generation of American Giving: 1 Year Later

The Next Generation of Giving - 1 Year Later March 20, 2011 Matthew Mielcarek, Convio Michael Johnston, hjc New Media Alanna Scott, Environmental DefenceFollow conversation on Twitter @convio and @hjcnewmedia #afpmeet

Overview The art and science of fundraising is changing

Methodology• Phase 1 – Focus Groups among Gen Y and X donors, December 2009• Phase 2 – Online Survey of 1500+ US Donors, January 2010

Generational Giving 79% Give 30.8M donors $1066 yr/avg 6.3 charities 67% Give $32.7 B/yr 52.2M donorsTotal annual giving $901 yr/avg 5.2 charities $47.1 B/yr 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 $9.7B/yr % GIVING

Fundraising Universe Gen Y Gen X BoomersMatures

Donor UniverseMatures Boomers Gen X Gen Y

Future GivingDonations plans to top charity next year

More on Gen YDefining Values Social Media HabitsTime to give back (% doing regularly)What’s in it for me?Online connectionValue 70% 49% 25% 16%• Size• Lifetime value Mobile Habits• Lower cost appeals 49% Mobile ONLY phone• Active supporters/promoters 32% Mobile primaryBUT 42% Facebook Mobile app• Require multichannel appeals• Tracking difficult 53% Texters

More on Gen XDefining ValuesPeer-motivated Social Media Habits (% doing regularly)Support random, emotionalTime vs. moneyOnline connectionValue 56% 30% 13% 11% 11%• Size of gifts to top charities• Lifetime value Mobile Habits• Lower-cost appeals 28% Mobile ONLY phone• More than dollars 37% Mobile is primary• Viral promoters 27% Facebook mobile app• Most Educated, Higher Income 40% TextersBUT• Harder to secure

More on BoomersDefining ValuesGiving more planned Tech/Media ProfileEfficiency/overhead concerns 29% Facebook (reg)2-in-10 retired (60% Total)Value 17% Texters• Largest cohort 47% E-newsletters• Size and dollars 55% Bank online• Income 33% Shop online

More on MaturesDefining ValuesPre-meditated giving LoyalBut guardedScrutiny Tech/Media Profile 17% Facebook (reg)Value (50% Total)• Largest annual contributions 5% Texters• Greater # of groups 48% E-newsletters• Tracking/Direct mail responsive 57% Bank onlineBUT 34% Shop online• Smallest cohort and shrinking• Less open to new appeals

Giving Patterns% donated this way in last 2 years (total) GEN Y GEN X BOOMERS MATURES 48% 57% 52% 48% 26% 43% 54% 77% 28% 35% 32% 30% 29% 35% 31% 25% 22% 28% 28% 31% 22% 22% 27% 35% 25% 27% 17% 12% 8% 10% 16% 25% 11% 17% 14% 11% Emerging Channel 14% 13% 4% 2% 9% 6% 4% 2%

Solicitation Channel Appropriateness% say appropriate solicitation channel(rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE 84% 87% 89% 82% 76% 77% 77% 79% 74% 77% 65% 76% 69% 60% 51% 47% 69% 60% 38% 17% 42% 51% 42% 39% 34% 23% 38% 25% 16% 13%

Awareness of Haiti Text-to-Donate Seen/heard anything recently about making a donation via text for earthquake relief in Haiti? 77% total Heard a lot Gen Y: 60% Gen X: 64% Boomers: 52% Matures: 50%

Awareness (top charity)Gen Y BoomersMainstream media 27% Mainstream media 28%Word of mouth 22% Mail 19%School 18% Word of mouth 16%Peer to peer event 14% Work/job 11%52% first learned childhood 55% first learned 30’s+Average time support: 4 yrs 24% childhood, 21% y adult Average time support: 13 yrsGen XMainstream media 24% MaturesWord of mouth 18% Mail 35%Mail 16% Mainstream media 24%Peer to peer event 11% Word of mouth 18%Work/job 11% 68% first learned 30’s+Product purchase 11% Average time support: 15 yrs32% first learned childhoodAverage time support: 7 yrs

1 yearand 1 countrylater…

How do we make a successful plan?It can begin by listening...That is what this study isALL ABOUT!

Canadian Generational Giving 66% Give 73% Give 5.7M donors Civics 3.2M donors $725 yr/avg $833 yr/avg 4.9 charities 5.3 charities $4.1 B/yr Boomers $2.6 B/yr Gen X 61% Give 4.2M donors $549 yr/avg 4.1 charities 55% Give Gen Y $2.3 B/yr 2.7M donors $325 yr/avg 3.5 charities $.8 B/yr

What channels are donors using in North America?

Let’s look a little more closely at Canada% donated this way in last 2 years (total)

Monthly Giving Comparison30%25%20%15%10%5%0% Gen Y Gen X Boomers Civics

How do we get Canadians emails?

Bridge Building vs. Wall Building

One organization’s self-investigation on online and integration showed that...There are silos between departments thatprevent them from collaborating on moreonline projects – List silos – Communication silos – Budgeting/assessment silos

Some of their core issues Silos between teams Email volume and list and lists collection Lack of available resources Fractured Non-optimised website databases/technology

Self-fulfilling silos Advocacy Personal Page Donor File E-Newsletter Donor File Big RunBig Run Hope Blooms

Isn’t this more natural? Advocacy Personal Page Donor File Donor File E-newsletter Big RunBig Run E-newsletter

General activites Media activities Relay Direct Response Hope BloomsFY 2011 List List List List List 2011 Recruitment House Appeal Jan E-Jan-11 eblast 1 eblast 1 newsletter 2011 Recruitment Feb E-Feb -11 Fight! (billboard) eblast 2 UAE Invite newsletter Quite it!(radio, print) 2011 Recruitment Mar E-Mar-11 Quit it! eblast 3 newsletter 2011 Recruitment Apr E-Apr-11 Flower Month eblast 4 newsletter May E- Mother’s Day e-May-11 Street Canvass newsletter poem Father’s Day e- June E-Jun-11 Big Run poem newsletter 3/18/2011 proprietary and

Use the wholedonor pyramid

Online will be increasingly important for major gifts and bequest giving

Four Bequest Online SurveysCountry Bequests Bequest leads revealedCanada 15 103Canada 22 232United States 52 164Mexico 9 1,043

• tracking the impact that sites like Facebook make to fundraising and campaigning Proprietary and Confidential

Doctors Without Borders:Online Campaign Inspired a $50,000 Gift Via Credit Card

Here’s where we end up…

Environmental Defence inspires change by connecting peoplewith environmental issues that affect their daily lives in theirhomes, workplaces, and neighbourhoods.

Environmental Defence is:•26 years old and successful•A mid-sized Canadian charity, $3.5 M•4,000 donors, 400 monthly donors•Media and email savvy•Activist oriented - 28,000 current subscribers•Previously silo based, fundraising was an afterthought•Lacking traction on new donor acquisition, low renewal rates

How we were fundraising

New ideas and new vehicles

... and now

What this report has meant to us…• Multi-channel engagement• Different strategies for different generations• New donor acquisition focus on p2p• Development part of all planning processes• Cross-team communications• Fundraising lens on all activities

What Does this all mean?

Fundraising is profoundlymultichannel

Causation might be impossibleto track

Traditional donor databasesare dinosaurs

Remove the silos within yourorganization

Direct mail and telemarketingneed to evolve

Word ofmouth iscritical

Social networks are importantand still evolving

Mobile’s time iscoming

Create Online + Offline Connection– Online sourced acquisition– Multi-channel campaign methodology– Segmentation methodology– Donor management database– Change Management – you need to be an organization who is ready, willing, and able to conduct the kind of integrated fundraising your donors expect

Questions?• Matthew Mielcarek| matt@convio.com• Mike Johnston | mjohnston@hjcnewmedia.com• Alanna Scott | ascott@edcmail.caDownload the report• www.convio.com/nextgeneration• www.hjc.ca/nextgen

Next Generation of American Giving: 1 Year Later

by Convio on Mar 21, 2011

Accessibility

Upload Details

Usage Rights

1 Embed 60

Statistics

Next Generation of American Giving: 1 Year Later — Presentation Transcript