Fundraising Trends and the Next Generation of Canadian Giving

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Fundraising Trends in 2013

Michael and Danielle focussed on fundraising trends such as social media, mobile, and crowdfunding and other can’t-miss insights from the 2013 Next Generation of Canadian Giving study.

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  • 1.   Fundraising Trends 2013: Social Media, Mobile, Crowdfunding and More  
  • 2. WHO ARE WE? Danielle Johnson Vermenton Senior  Interac6ve  Consultant  -­‐-­‐  Blackbaud   Strategic,  Data-­‐Driven  Mul7-­‐Channel     Marke7ng   Mike Johnston Founder,  hjc,   Integrated  Fundraising  Consultants   Integrated  Fundraising  Specialists  
  • 3. YOUR SUPPORTERS ARE… On the go Impulse driven Have a shorter attention span Increasingly use social networks More demanding Want more personalisation Want more visibility Want more more more...
  • 4. YOUR SUPPORTERS ARE… YOUR ORGANISATION… On the go Impulse driven Have a shorter attention span Increasingly use social networks More demanding Want more personalisation Want more visibility Want more more more... Must be accessible from new channels Must catch people in the moment Needs impactful messages and collateral Needs to go where they are Needs to adapt to new demands and utilise new tools
  • 5. IT’S A MULTI-SCREEN UNIVERSE
 
 
 
 NOW A THREE PART QUIZ TO KICK IT OFF…
  • 6. SMART PHONE WEBSITE VIEWS Gen Y 3% Gen X 19% Boomers 24% Civics 6%
  • 7. TABLET WEBSITE VIEWS Gen Y 19% Gen X 25% Boomers 14% Civics 18%
  • 8. BOOMER NETWORK PREFERENCES Change.org 40% Twitter 22% Instagram 16% Facebook 12% LinkedIn 80% YouTube 65% Flickr 4% Pinterest 1%
  • 9. Charity  Websites  Views   90.0%   80.0%   70.0%   60.0%   50.0%   40.0%   30.0%   20.0%   10.0%   0.0%   Gen  Y   Gen  X   Tablet   Smartphone   Boomers   Desktop  Computer   Civics   Laptop  
  • 10. DO I NEED A MOBILE ENABLED DIGITAL PRESENCE?
  • 11. Those  touch  screen  mobile   phones  –  bah!  
  • 12. WHAT HAPPENS IF YOU DON’T GO MOBILE? •  In a recent survey of mobile web users: –  71% expected websites to load as quickly on their mobile phones as their desktops –  57% are unlikely to recommend the site to friends and family –  46% would be unlikely to return to a website that they had trouble accessing via their phone –  34% said they’d likely visit a competitor’s mobile site instead Source: Compuware Corporation Survey: What Users Want from Mobile, 2011
  • 13. HOWEVER, DOING IT RIGHT... •  A site optimised for mobiles is able to generate almost average traffic per user than sites which haven’t twice the 51% more likely •  On average, visitors are to actually do business with an online retailer if it has a mobile site Source: KISS Metrics
  • 14. SOME MOBILE SITE BEST PRACTICES •  Keep it quick •  Make it accessible •  Make it easy to convert •  Simplify navigation •  Be thumb-friendly •  Make it seamless •  Use mobile site redirects •  Design for visibility And  most  importantly:  Listen,  Learn  and  Iterate    
  • 15. MOBILE WEBSITE CONSIDERATIONS •  Javascript vs. Flash •  Vertical vs. horizontal •  Flicking vs. scrolling •  Tap vs. :hover •  Finger vs. cursor •  Responsive Design •  Portrait •  Landscape •  Instant access to the most important •  •  information App vs. website Microsite vs. full site 16
  • 16. THE HITCHHIKER’S GUIDE TO MOBILE DESIGN LINK5 LOGO SEARCH LINK LINK LINK3 LINK11 LINK2 2 LINK3 LINK4 Stretch LINK44 LINK5 5 LINK6 6 LINK LINK LINK CONTENT FEATURED CONTENT PRIMARY •  Know your sweet spots •  Recognise the space •  85% of people are right handed FEATURED CONTENT CONTENT SECONDARY Easy to Reach PROMO Easily within a thumb’s reach FOOTER Stretch to get thumb here Within reach, but can be awkward
  • 17. Tribute Donation Form General Donation Form 18% form completion 45% form completion 10% form completion 37% form completion 4% form completion 28% form completion
  • 18. BC CANCER – IMPACT OF GOING RESPONSIVE
  • 19. Need  to   pinch  zoom   to  see  the   whole  form   Small  radio   buYons  hard   to  click  on  a   touch  screen   Drop-­‐down   menus  hard   to  use  on  a   phone   Distrac6ng  naviga6on  bars  
  • 20. Dedicated   responsive   forms    
  • 21. •  More  that  1000%  increase  in   conversion  rate  from  mobile   devices     •  If  you  landed  on  the  dedicated  mobile  form  you   were  1000%  more  inclined  to  complete  the  form   than  if  you  landed  on  the  desktop  form,  from   your  mobile  device  
  • 22. RESULTS FROM A RECENT SURVEY TO THE HSI FILE: WHAT IS THE BEST WAY WE CAN IMPROVE EMAIL COMMUNICATION WITH YOU? Make  sure  I   can  read   emails  and   take  ac6on   from  emails  on   my  mobile   device  
  • 23. WHAT ABOUT CROWDFUNDING?!
  • 24. WHAT IS IT? LET’S MAKE A LIST
  • 25. HAVE WE DONE THIS BEFORE?
  • 26. Donated  Through  Crowdfunding   90.0%   94.0%   96.0%   82.0%   Yes   No   43.0%   Likely  in  the  Future   24.0%   12.0%   Gen  Y   13.0%   7.0%   Gen  X   4.0%   Boomers   4.0%   6.0%   Civics  
  • 27. Future  Text  to  Donate  vs.     Crowdfunding  GiCs   43.0%   24.0%   17.0%   13.0%   7.0%   6.0%   2.0%   Gen  Y   Gen  X   Text  to  Donate   Boomers   Gi  through  Crowdfunding   2.0%   Civics  
  • 28. GEN  Y   Crowdfunding  Sites  You  Have  Used   GEN  X   BOOMERS   MATURES   Razoo   GoFundMe   Indiegogo   Kickstarter     -­‐-­‐   4%   -­‐-­‐   -­‐-­‐   -­‐-­‐   -­‐-­‐   7%   50%   57%   13%   -­‐-­‐   -­‐-­‐   -­‐-­‐   Razoo   Crowdrise   13%   Crowdrise   4%   7%   -­‐-­‐   -­‐-­‐   GoFundMe   8%   14%   13%   -­‐-­‐   Indiegogo   20.0%   Other   21%   Other   1.0%   4%   None   11.0%   Not  Sure   None   Not  Sure   42%   21%   13%   29%   Kickstarter   63%   43%   25%   14%   4.0%   4.0%   10.0%   27.0%   42.0%   *  The  majority  of  “other”  responses  donated  through  Kiva  
  • 29. SOCIAL MEDIA CAN BE OVERWHELMING
  • 30. WHY IS SOCIAL MEDIA IMPORTANT? TradiHonal:  physical  communiHes   Now:  electronic  communiHes  of  interest   neighborhood   professional   networks   workplace   church   Interest-­‐sharing     networks   ‘virtual’   friends  
  • 31. DONORS ARE USING SOCIAL MEDIA… Use  it  but  Not  Regularly   90%   80%   70%   60%   50%   40%   30%   20%   10%   0%   Use  it  Regularly  
  • 32. GEN Y NETWORK PREFERENCES Change.org 99% Twitter 41% Instagram 22% Facebook 17% LinkedIn 48% YouTube 59% Flickr 91% Pinterest 37%
  • 33. GEN X NETWORK PREFERENCES Change.org 95% Twitter 23% Instagram 25% Facebook 47% LinkedIn 77% YouTube 15% Flickr 7% Pinterest 60%
  • 34. BOOMER NETWORK PREFERENCES Change.org 40% Twitter 22% Instagram 16% Facebook 12% LinkedIn 80% YouTube 65% Flickr 4% Pinterest 1%
  • 35. CIVICS NETWORK PREFERENCES Change.org 8% Twitter 61% Instagram 1% Facebook 2% LinkedIn 25% YouTube 7% Flickr 64% Pinterest 12%
  • 36. THE UNKNOWNS •  What is the role of social media for non-profits? •  What are the preferred social networks of each generation? •  What role does social media play in Canadian giving? •  How can I use social media strategically?
  • 37. TAKE-AWAY’S FROM TODAY •  •  •  •  Which of my donors are using social media? How do they use social media? Do they value our social media efforts? How can I engage my donors more effectively using social media? •  What should I concentrate my social media efforts on?
  • 38. WHAT TYPE OF DONOR IS USING SOCIAL MEDIA?
  • 39. GEN Y •  Most Active on social networks •  Early adopters •  Willingness to try new networks but have preferences •  Most willing to connect, promote, and donate to your charity via social media •  Most active group on YouTube, Facebook, Pinterest, Instagram, Change.org, Care2
  • 40. GEN X •  Also heavy internet users •  Not as quick to adopt new social networks •  Comfortable supporting charities through social media •  Most active group on LinkedIn, Flickr •  Highly active on YouTube, Facebook, Twitter
  • 41. BOOMERS •  Frequent internet users •  Selective on networks they join and participate •  Active on YouTube, Facebook and LinkedIn •  Significantly smaller portion of users on Twitter, Foursquare, Flickr, Pinterest, Flickr, Instagram
  • 42. CIVICS •  Civics spending as much time online as any other age group •  Active on some social networks but are more passive when it comes to usage •  Engagement increased on Facebook, YouTube, and LinkedIn since 2010 •  A quarter of Civics are on LinkedIn •  Least active on Care2, Change.org, Instagram, Pinterest, Twitter
  • 43. ROE
  • 44. ROE IS THE NEW ROI •  Return on Engagement is a better way to track your social media efforts •  Are your donors engaging with you through social networks? •  But as Fundraisers: •  Ensure donation pages and social media links are trackable!
  • 45. WHAT ARE THEY DOING ONLINE? Follow  on  social  media   8%   Share  about  charity  on  FB   Fundraise  using  social  media   Pin  something  about  charity  on   Pinterest   Par6cipate/watch  a  Google   Hangout   16%   30%   11%   8%   Follow  a  charity’s  TwiYer  feed   21%   5%   3%   9%   2%   1%   Gen  Y   58%   52%   37%   34%   22%   4%   2%   5%   1%   1%   38%   24%   14%   Gen  X   Boomers   Matures  
  • 46. WHAT DOES THAT MEAN FOR YOU? •  Donors value your social media presence – especially younger donors •  Social media is important as a place where donors learn about you and interact with your cause •  Connect with these donors to convert them into evangelizers for your cause
  • 47. EVANGELIZERS
  • 48. WHO ARE YOUR EVANGELIZERS? •  Social media is a modern day soapbox for causes and non-profits. •  More than half of Canadian donors are comfortable telling others about the causes they support.
  • 49. THEY PROMOTE AND RAISE MONEY FOR YOU 45.0%   40.0%   35.0%   30.0%   25.0%   20.0%   15.0%   10.0%   5.0%   0.0%   Gen  Y   Gen  X   Boomers     Civics   Promote  Charity  Through  Facebook   Raise  Money  for  Charity  Through  Social  Media  
  • 50. SOCIAL GIVING?
  • 51. DONATED THROUGH SOCIAL MEDIA IN THE PAST 12 MONTHS Checkout  Dona6on   Online  Dona6on   Honor/Tribute   Purchase  for  Proceeds   Pledge  at  Event   Mailed  Check/Credit  Card   Door  to  Door*   Monthly  Debit   Street  Canvassing*   Third  Party  Vendor   Email*   Phone   Radio/TV*   Online  Ad*   Will/Planned  Gi   Mobile/Text   Social  Networking  Site   Stocks,  Bonds,  Property   56%   41%   41%   36%   35%   32%   32%   26%   22%   15%   13%   12%   6%   5%   5%   4%   4%   2%   Civics   Boomers   GenX   GenY   2.0%   3.0%   4.0%   6.0%  
  • 52. 4%  more  American  Civics  promoted  chariHes   through  social  media   Canadian  Gen  Xers  are  8%   more  interested  in  viewing   video  posted  by  chariHes   and  supporters   American  Gen  X  and   Boomers  find  social  media   appeals  11%  and  6%  more   acceptable  than  their   Canadian  counterparts   AMERICAN DONORS
  • 53. FUTURE OPPORTUNITIES •  Seeing your impact through imagery resonates well with all generations •  Gen Y would view charity’s photo stream and contribute video directly to charity •  Gen X would follow a charity’s photo stream •  Boomers and Civics would watch charity video
  • 54. GEN  Y   Follow  on  TwiYer   Share  Photos,  Links   Follow  Charitable  group  on   Social  Network   Par6cipate  or  Watch  a   Google  Hangout   10%   5%   20%   24%   17%   9%   Raise  money  through   social  media   35%   26%   20%   9%   Pin  charitable   Pinterest  pins   27%   19%   13%   7%   Follow  charitable   group  on  social   network   17%   19%   15%   6%   Par6cipated  in  a   Google  hangout   27%   18%   10%   4%   View  Charity’s  Photo   Stream   35%   31%   21%   13%   Contribute  video   directly  to  charity   33%   16%   11%   5%   View  video    posted  or   sent  by  charity  or  its   supporters     24%   30%   29%   21%   18.0%   22.0%   16.0%   15.0%   14.0%   25.0%   View  Charity's  Photo  Stream   Contribute  Video  Directly  to   Charity  or  YouTube  Group   19%   14.0%   Raise  Money  through  Social   Media   Pin  Charitable  Pinterest   posts   25%   Share  photos  or  links   TwiYer   GEN  X   BOOMERS  MATURES   15.0%   View  Video  Posted  or  Sent   by  Charity  of  its  Supporters   27.0%  
  • 55. NEXTGEN: KEY FINDINGS •  All generations are using social media •  Gen Y remains most active in social media •  Facebook & YouTube remain most popular by far •  Most donors are willing to share/promote causes with their networks •  Donors really like images and videos of your cause •  Donations through social networks remains a small percentage of total revenue
  • 56. ENGAGEMENT THROUGH PINTEREST
  • 57. VIDEOS – NO MATTER THE BUDGET
  • 58. More  resources  to  get  you   started     5  CreaHve  Ways  to  Say  TY  to  your  Facebook  fans   hYp://social.razoo.com/2012/09/five-­‐crea6ve-­‐ways-­‐to-­‐thank-­‐your-­‐ facebook-­‐fans/     Get  creaHve  with  Timeline  Cover  photos   hYp://www.hongkiat.com/blog/crea6ve-­‐facebook-­‐6meline-­‐covers/     Make  photos  come  to  life  with  video  &  music     (for  free!)    hYp://animoto.com/     42  CreaHve  Pinterest  Ideas  for  Nonprofits   hYp://www.frogloop.com/care2blog/2012/1/13/steal-­‐these-­‐42-­‐   crea6ve-­‐pinterest-­‐ideas-­‐for-­‐nonprofits.html     Follow  John  Haydon  /  Inbound  Zombie  on  Facebook      -­‐  the  guru  of  nonprofit  social  media   hYps://www.facebook.com/InboundZombie    
  • 59. CONCLUSION •  Be Mobile •  Find the right way for Crowdfunding to Fit In •  Be Social •  Integrate – think cross-channel to build committed supporters
  • 60. A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study http://www.hjcnewmedia.com/ nextgencanadiangiving2013/infographic/
  • 61. Donated  Through  Crowdfunding   90.0%   94.0%   96.0%   82.0%   Yes   No   Likely  in  the  Future   43.0%   24.0%   12.0%   Gen  Y   13.0%   7.0%   Gen  X   4.0%   Boomers   4.0%   6.0%   Civics  
  • 62. Future  Text  to  Donate  vs.     Crowdfunding  GiCs   43.0%   24.0%   17.0%   13.0%   7.0%   6.0%   2.0%   Gen  Y   Gen  X   Text  to  Donate   Boomers   Gi  through  Crowdfunding   2.0%   Civics  
  • 63. GEN  Y   Crowdfunding  Sites  You  Have  Used   GEN  X   BOOMERS   MATURES   Razoo   GoFundMe   Indiegogo   Kickstarter     -­‐-­‐   4%   -­‐-­‐   -­‐-­‐   -­‐-­‐   -­‐-­‐   7%   50%   57%   13%   -­‐-­‐   -­‐-­‐   -­‐-­‐   Razoo   Crowdrise   13%   Crowdrise   4%   7%   -­‐-­‐   -­‐-­‐   GoFundMe   8%   14%   13%   -­‐-­‐   Indiegogo   20.0%   Other   21%   Other   1.0%   4%   None   11.0%   Not  Sure   None   Not  Sure   42%   21%   13%   29%   Kickstarter   63%   43%   25%   14%   4.0%   4.0%   10.0%   27.0%   42.0%   *  The  majority  of  “other”  responses  donated  through  Kiva