The Next Generation of
American Giving: How
Generations X, Y, Baby
Boomers, and Matures
Donate
The Next Generation of American Giving: How
Generations X, Y, Baby Boomers, and Matures
Donate
Presented by:
• Dennis McCa...
• Please ask questions but don’t be offended if we hold some of
them til the end of the presentation.
• Please tweet and s...
 Survey instrument developed and refined from 2010 survey – identical
methodology
 Online survey of 1,014 US Donors
 Ad...
Tweet This Now
#Strategic advice #Really cool stuff
#NextGenGiving
Americans’ Generosity Increases With
Age
6
% Giving
Totalannualgiving
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
4...
The Significance of Boomers
7
Gen Y
11%
Gen X
20%
Boomers
43%
Matures
26%
Generations
Contribution to Total
Giving
(% of t...
Tweet This Now
Why Boomer? That’s where
the money is (kudos Willie
Sutton)
70% of $$$ comes from
donors 50+
#NextGenGiving
Multi-channel Is the New Normal
9
Checkout Donation 51%
Purchase for Proceeds 42%
Online Donation 40%
Pledge 39%
Street Ca...
Tweet This Now
For Boomers, %Online
Giving=%Direct Mail
Everybody does
everything
#NextGenGiving
What’s the Deal with Direct
Mail?
11
66%
53%
10%
64%
58%
22%
61%
61%
40%
56%
64%
52%
Mail from a
charity is very or
smwt a...
Who Is Connecting Online?
12
86%
78%
74%
58%
Gen Y Gen X Boomers Matures
engage
with
charities
online
#nextgengiving
Does Money Matter Most?
Blackbaud Confidential 13
How do you feel you can make the biggest difference?
Donate money
25%
Do...
Spreading the Word
14
Comfort-level Sharing Info about Charities Support
Gen Y
65% very comfortable telling
others
Gen X
5...
How Social Are Donors?
15
Gen Y Gen X Boomers Matures
43% Y and X
Think OK to post on social networking site
and ask for d...
Tweet This Now
#Don’t use $$$ to measure social media
ROI
#NextGenGiving
Social Media Usage Overall
17
74%
59%
28%
24%
21%
21%
90%
97%
55%
43%
55%
37%
Use regularly Use, not regularly
62%
46%
24%...
Tweet This Now
Don’t neglect YouTube
#NextGenGiving
Peer-to-Peer Fundraising
19
71%
78% 78%
70%
Gen Y Gen X Boomers Matures
Supported Someone Else Raising
Money on Behalf of ...
Marketplace Philanthropy
20
53%
49%
36%
20%
Retail giving, last 12 months
Gen Y Gen X Boomers Matures
Retail Giving
72%
ar...
Tweet This Now
Shop to give donors are one night
stands
#NextGenGiving
Mobile
22
Yes, 4
7%
Yes, 1
1%
Yes, 6
2%
Yes, 2
0%
Would
donate
via
mobile
98%
Gen Y
86%
Gen X
60%
Boomers
30%
Matures
Woul...
Tweet This Now
#Goodbye SMS fundraising
#NextGenGiving
16%
9%
2%
47%
30%
13%
4%
Crowdfunding
24
Have Given through
Crowdfunding in the Past
Likely to Give through
Crowdfunding i...
Tweet This Now
Is crowdfunding the next big thing?
#NextGenGiving
Impact and Accountability
26
57%
49%
37%
33%
See the impact of my donation
Seeing the Impact of My Donation
Would Motivate...
Tweet This Now
#For Gen Y, effectiveness is the new
black or is it brown?
#NextGenGiving
Who Gets the Money?
28
All causes give to
% giving to cause
Priority cause
would continue to give if had only
half as much...
Future Giving is Status Quo
29
15%
52%
21%
16%
54%
18%
14%
63%
10%
13%
64%
10%
%
anticipate
an
increase in
$ amount
%
anti...
Tweet This Now
For now, fundraising is a
zero sum game No one is adding
#NextGenGiving
Top Tweetable Takeaways
Blackbaud Confidential 31
1. Follow the money
2. Multi-channel is the new normal
3. Direct mail wo...
The Integrated Market Advisory
Board
Blackbaud Confidential 32
• Promoting active discussion
of integrated marketing
in th...
For More Information
Dennis McCarthy
Dennis.McCarthy@blackbaud.com
Mark Rovner
Mark.Rovner@SeaChangeStrategies.com
For mor...
http://seachangestrategies.com/missing-middle/
SeaChangeStrategies.com/Missing-Middle/
Next Generation of American Giving -- AFP 2014 conference
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Next Generation of American Giving -- AFP 2014 conference

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How non profits can begin to explore how Gens X,Y, Boomer and Mature engage and transaction with your organization.

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  • mark
  • MARK***Q07: In the last 12 months, in which of the following ways have you supported non-profit organizations and/or charitable causes? [must answer‘Donated money’ to qualify for survey]Q9. Approximately how many non-profit organizations and charitable causes have you donated money to in the past 12 months? Please exclude your trade union, children’s school, alma mater, and place of worship.Q11. Approximately how much did you give in total in the last 12 months to all charitable or cause-oriented organizations, excluding your union, schools and place of worship?
  • MARK***Q11. Approximately how much did you give in total in the last 12 months to all charitable or cause-oriented organizations, excluding your union, schools and place of worship?
  • Dennis***Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply.
  • DENNIS***Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply. Q24: Now thinking broadly about all of the charities you support, financially and otherwise, how are you currently involved with these charities? Please select only those items that you currently do with those organizations. Please select all that apply.Q26: How important are each of the following as a way to stay in touch with charities that you financially support?Q30: Below are a variety of ways that a charity may approach you and ask for a donation. How acceptable are each of the following to you personally?
  • DENNIS***Q36: Following are some ways that charities and causes connect online with their supporters. For each, please indicate how often you do that activity, if at all. If you have not taken part in that activity, please indicate if you are likely to consider that activity in the future.
  • DENNIS***Q17: How do you feel you can make the biggest difference with the charities you support? Please select one.
  • MARK***Q35: Which of the following best describes how comfortable you are sharing information with others about the charities you support? Please select one.
  • MARK***Q36: Following are some ways that charities and causes connect online with their supporters. For each, please indicate how often you do that activity, if at all. If you have not taken part in that activity, please indicate if you are likely to consider that activity in the future.
  • MARK***Q41: Following are some online publications, social networks and other online services. For each, please indicate how often you use each.
  • DENNIS***Q32: In the last twelve months, how often (if at all) have you supported someone you know who was raising money on behalf of an organization via participation in a run, walk, race, contest, party, or some other event? Select one.Q33: When you make a financial donation to a person you know who is fundraising on behalf of a charity/group, is it more about supporting the individual, or supporting the organization? Please select one.Q34: In the past twelve months, how many times (if at all) have you fundraised on behalf of an organization via participation in a run, walk, race, contest, party, or some other event? Please select one.
  • DENNIS***Q20. One type of charitable giving involves making a purchase where a portion of the proceeds goes toward an organization. Examples include [Nike’s “Livestrong” gear and apparel and the Gap (RED) t-shirt campaign]. In the last 12 months, have you made a purchase where a portion of the proceeds went toward these or any other charitable organizations?Q21: Thinking of the purchase where a portion of the proceeds went to a charitable organization, how important were each of the following in motivating you to make this purchase?Q22: Which of the following applies to you? Please select all that apply.
  • DENNISNEED TO DISTINGUISH BETWEEN GIVING BY TEXT VS. GIVING BY MOBILE PHONEBack in 2010, when were in the field with the first generation of this study, the earthquake in Haiti had just happened, and donors were participating in droves in text-to-donate drives. At the time, we wondered if this was the tipping point for mobile giving as a donor channel? Bottom line, that was probably the hey-day of SMS giving. Giving by text appears to be going nowhere, BUT giving via mobile device is a different story. Gen Y and X are more comfortable doing this; older generations have greater reservations.However, even 6-in-10 Boomers say that their mobile phone is their primary phone. As they get more comfortable using this device for most of their communication, our hypothesis is that the % who donate via mobile device will increase***Q31: When thinking about making online donations to charities, would you ever donate using a mobile device such as a Smartphone or tablet? Please select all that apply.Q42: Which of the following best describes you when it comes to phone usage? Please select one.
  • MARK***Q37: Have you ever donated to a charitable organization through a “crowdfunding” site? [explanation of crowdfunding given]Q38: Which of the following crowdfunding sites have you used?Q39: How likely would you be to donate through crowdfunding in the future?
  • MARK***Q27: When donating to a charity, which of the following do you prefer to do?Q28: How much impact would each of the following have on motivating you to make a larger donation to a charity?
  • DENNIS***Q10: Which of the following best describes the types of non-profit organizations and charitable causes to which you made a donation(s) in the past 12 months? Please select all that apply.Q10B: Of the different types of non-profit and charitable organizations to which you've donated in the past 12 months, which ones would you continue to give to if you had only half as much money to give next year? Please select all that apply.
  • MARK***Q15: Due to personal or economic circumstances, donors sometimes need to make changes in the amount of charitable donations they make. What about you? In the next 12 months, will you most likely increase the overall dollar amount of charitable donations, decrease, or remain the same.Q16: And will you give to more charities, fewer charities, or the same number of charities?
  • MARK AND DENNIS
  • DENNIS
  • DENNIS
  • Next Generation of American Giving -- AFP 2014 conference

    1. 1. The Next Generation of American Giving: How Generations X, Y, Baby Boomers, and Matures Donate
    2. 2. The Next Generation of American Giving: How Generations X, Y, Baby Boomers, and Matures Donate Presented by: • Dennis McCarthy, Blackbaud • Mark Rovner, Sea Change Strategies #NextGenGiving #afpICON
    3. 3. • Please ask questions but don’t be offended if we hold some of them til the end of the presentation. • Please tweet and share content shamelessly via social. Channel your inner Jimmy Fallon #NextGenGiving • The deck will be posted on slideshare later today or email Mark and Dennis and we’ll send it to you. Rules for the next 45 minutes
    4. 4.  Survey instrument developed and refined from 2010 survey – identical methodology  Online survey of 1,014 US Donors  Adults 18+ who report donating to a charitable cause in the last 12 months (beyond school, place of worship, union)  Conducted May 13-24, 2013  Follow CASRO/industry best practices  Data is self-reported, not transactional Report Methodology Gen Y ages 18-32 (b. 1981-1995) Gen X ages 33-48 (b. 1965-1980) Boomers ages 49-67 (b. 1946-1964) Matures age 68+ (b. 1945 or earlier
    5. 5. Tweet This Now #Strategic advice #Really cool stuff #NextGenGiving
    6. 6. Americans’ Generosity Increases With Age 6 % Giving Totalannualgiving $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 40% 50% 60% 70% 80% 90% 100% Gen Y Gen X Boomers Matures Bubble size is ‘Estimated Annual Contributions’ 60% Give 32.8M donors $481 yr/avg 3.3 charities $15.8 B/yr 88% Give 27.1M donors $1367 yr/avg 6.2 charities $37.0 B/yr 72% Give 51.0M donors $1212 yr/avg 4.5 charities $61.9 B/yr 59% Give 39.5M donors $732 yr/avg 3.9 charities $28.9 B/yr Annual Giving by Generation (% of total dollars) #nextgengiving
    7. 7. The Significance of Boomers 7 Gen Y 11% Gen X 20% Boomers 43% Matures 26% Generations Contribution to Total Giving (% of total dollars) #nextgengiving
    8. 8. Tweet This Now Why Boomer? That’s where the money is (kudos Willie Sutton) 70% of $$$ comes from donors 50+ #NextGenGiving
    9. 9. Multi-channel Is the New Normal 9 Checkout Donation 51% Purchase for Proceeds 42% Online Donation 40% Pledge 39% Street Canvassing 29% Retail giving 27% Responded to mailing 22% Checkout Donation 52% Online Donation 47% Purchase for Proceeds 39% Retail giving 29% Street Canvassing 25% Pledge 22% Responded to mailing 10% Checkout Donation 53% Online Donation 42% Honor/Tribute Gift 42% Purchase for Proceeds 41% Responded to mailing 40% Pledge 39% Street canvassing 26% Responded to mailing 52% Checkout Donation 44% Honor/Tribute Gift 42% Pledge 38% Purchase for Proceeds 36% Online Donation 27% Gen Y *Arrows indicate statistical significance between 2010 and 2013. Gen X Boomers Matures        Which of the following charitable giving methods have you used in the past two years? #nextgengiving
    10. 10. Tweet This Now For Boomers, %Online Giving=%Direct Mail Everybody does everything #NextGenGiving
    11. 11. What’s the Deal with Direct Mail? 11 66% 53% 10% 64% 58% 22% 61% 61% 40% 56% 64% 52% Mail from a charity is very or smwt acceptable Mail is important way for charity to stay in touch Gave a donation in response to a mail appeal in the last 2 yrs Gen Y Gen X Boomers Matures #nextgengiving
    12. 12. Who Is Connecting Online? 12 86% 78% 74% 58% Gen Y Gen X Boomers Matures engage with charities online #nextgengiving
    13. 13. Does Money Matter Most? Blackbaud Confidential 13 How do you feel you can make the biggest difference? Donate money 25% Donate money 36% Donate money 45% Donate money 48% Y X B M Other=fundraising, advocacy, donating goods Word-of- mouth 18% Volunteer 30% WOM 11% Volunteer 31% WOM 13% Volunteer 20% Other 14% Volunteer 24% Other 23% Other 19% Other 16% WOM 8% #nextgengiving
    14. 14. Spreading the Word 14 Comfort-level Sharing Info about Charities Support Gen Y 65% very comfortable telling others Gen X 56% very comfortable telling others Boomers 45% very comfortable Matures 47% very comfortable #nextgengiving
    15. 15. How Social Are Donors? 15 Gen Y Gen X Boomers Matures 43% Y and X Think OK to post on social networking site and ask for donation 20% Boomers 6% Matures Social Media Activities Doing with Charities Today 55% 50% 30% 8% 47% 38% 22% 10% 27% 19% 5% 5% 12% 9% 2% 1% Follow on social media Share about charity on FB Follow charity’s Twitter feed Made a donation through FB, Twitter, etc #nextgengiving
    16. 16. Tweet This Now #Don’t use $$$ to measure social media ROI #NextGenGiving
    17. 17. Social Media Usage Overall 17 74% 59% 28% 24% 21% 21% 90% 97% 55% 43% 55% 37% Use regularly Use, not regularly 62% 46% 24% 21% 14% 13% 77% 92% 57% 43% 31% 29% Use regularly Use, not regularly *Arrows indicate statistical significance between 2010 and 2013. 45% 24% 13% 7% 5% 2% 71% 81% 46% 22% 20% 9% Use regularly Use, not regularly Gen Y: 100% use social media Gen X: 96% use social media Boomers: 91% use social media Matures: 78% use social media         27% 11% 4% 4% 2% 59% 58% 31% 9% 11% 2% Use regularly Use, not regularly  #nextgengiving
    18. 18. Tweet This Now Don’t neglect YouTube #NextGenGiving
    19. 19. Peer-to-Peer Fundraising 19 71% 78% 78% 70% Gen Y Gen X Boomers Matures Supported Someone Else Raising Money on Behalf of a Charity #nextgengiving
    20. 20. Marketplace Philanthropy 20 53% 49% 36% 20% Retail giving, last 12 months Gen Y Gen X Boomers Matures Retail Giving 72% are first-time donors 33% plan to donate directly in future #nextgengiving
    21. 21. Tweet This Now Shop to give donors are one night stands #NextGenGiving
    22. 22. Mobile 22 Yes, 4 7% Yes, 1 1% Yes, 6 2% Yes, 2 0% Would donate via mobile 98% Gen Y 86% Gen X 60% Boomers 30% Matures Would donate via mobile Primary phone #nextgengiving
    23. 23. Tweet This Now #Goodbye SMS fundraising #NextGenGiving
    24. 24. 16% 9% 2% 47% 30% 13% 4% Crowdfunding 24 Have Given through Crowdfunding in the Past Likely to Give through Crowdfunding in Future Gen Y Gen X Boomers Matures 17% 10% 6% 2% Extremely-Very Somewhat #nextgengiving
    25. 25. Tweet This Now Is crowdfunding the next big thing? #NextGenGiving
    26. 26. Impact and Accountability 26 57% 49% 37% 33% See the impact of my donation Seeing the Impact of My Donation Would Motivate Me to Make a Larger Donation to Charity Gen Y Gen X Boomers Matures #nextgengiving
    27. 27. Tweet This Now #For Gen Y, effectiveness is the new black or is it brown? #NextGenGiving
    28. 28. Who Gets the Money? 28 All causes give to % giving to cause Priority cause would continue to give if had only half as much money to give Average 3.6 causes Average 2.3 causes Other organizations 97% Local social services 44% Place of worship 41% Other organizations 84% Local social services 31% Place of worship 36% % Give % Priorit y Give Local social service 44% 31% Place of worship 41% 36% Health charities 39% 21% Children’s charities 34% 25% Education 29% 16% Emergency relief 27% 14% Animal rescue/ protection 25% 17% Troops/veterans 23% 13% Top Causes #nextgengiving
    29. 29. Future Giving is Status Quo 29 15% 52% 21% 16% 54% 18% 14% 63% 10% 13% 64% 10% % anticipate an increase in $ amount % anticipate no change % anticipate a decrease +6 +2 -4 -3Net (increase – decrease) #nextgengiving
    30. 30. Tweet This Now For now, fundraising is a zero sum game No one is adding #NextGenGiving
    31. 31. Top Tweetable Takeaways Blackbaud Confidential 31 1. Follow the money 2. Multi-channel is the new normal 3. Direct mail won’t live forever 4. Why ask Y? 5. Why don’t you ever listen? 6. Are you as smart as a smartphone? 7. Show me you love me 8. Burn your playbook #nextgengiving
    32. 32. The Integrated Market Advisory Board Blackbaud Confidential 32 • 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 #nextgengiving
    33. 33. For More Information Dennis McCarthy Dennis.McCarthy@blackbaud.com Mark Rovner Mark.Rovner@SeaChangeStrategies.com For more information, resources, and conversations, visit: http://www.npengage.com/ 33 #nextgengiving
    34. 34. http://seachangestrategies.com/missing-middle/
    35. 35. SeaChangeStrategies.com/Missing-Middle/

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