PLANNING YOUR
FUNDRAISING FUTURE
The Next Generation of Scottish Giving
We are handing out prizes today!
At the end of the session, we’ll ask you to go online and fill out
our integration survey. We’ll select 1 WINNER to receiv...
AGENDA
9:00-9:45
The Dramatic Oversimplification of Scottish Fundraising.
What donors told us.
9:45 – 10:15
6 Laser Focuse...
YOUR FACILITATORS
Mike Johnston
Partner, Xtraordinary Fundraising
Stephen Butler
Partner, Xtraordinary Fundraising
Lindsay...
A QUESTION TO ASK YOURSELF
• How much has technology and communication
changed in the last 10 years?
HOW MUCH HAVE FUNDRAISING
PRACTICES CHANGED FOR YOU IN THE
LAST 10 YEARS?
CHANNEL ECOSYSTEM
THIS ISN’T WHAT WE HAD 20 YEARS AGO?!
Work
place
Retail
giving
Check in
the mail
Mobile
Social
media
Onl...
8/27/2013
Relay For Life
Hope Blooms
Donor File
8/27/2013 proprietary and confidential
Relay For Life
Hope Blooms
Donor File
ISN’T THIS MORE NATURAL?
8/27/2013 proprietary and confidential
AND WHEN THAT HAPPENS…
DRAMATIC OVERSIMPLIFICATION
CONNECT THE PAIRS...WHICH
GENERATION GIVES MORE TO THIS KIND
OF CHARITY THAN ANY OTHER
GENERATION
Gen X Health
Mature Huma...
HOW DID THEY FIRST LEARN
ABOUT THE CAUSE?
UK DONOR FIRST ENGAGEMENT
CORE LESSONS FROM THE DATA
• UK Donors of all ages give in multiple ways
• Gen X and Gen Y are becoming important
• Differ...
UK DONORS ARE – FUNDAMENTALLY…
CORE LESSONS FROM THE DATA…
• Offering a variety of ways to give – to all ages
• Ensuring various communications are consi...
INTEGRATED MARKETING IN
THE UK – ‘UP, DOWN, AND
ACROSS’
INTEGRATION NEEDS TO TAKE PLACE IN
MORE THAN ONE DIRECTION
Horizontally
StyleMessagingTheme
Renewal
Donor
Development
Acqu...
INTEGRATION – DONE PROPERLY –
GROWS THE WHOLE PYRAMID…
Prospects
One-off
Monthly
Major
Wills
One-off
Prospect
Monthly
Majo...
• The digital, integrated lead generation
survey:
– Sent to 57,400 donors
– 3 key segments: Monthly, Active &
Lapsed
– 5,5...
CROSS DEPARTMENTAL SHARING, LEARNING AND LEAD
GENERATION…
1. Donors from 35 to 45 were thinking of legacy gifts
2. Shown to be 300% over represented on LinkedIn
3. Open to Gifts of...
THE UK NEXT GEN
SUPPORTER TYPES
Ego-
philanthropy
Feeling the
need to be
their own
fundraising
brand
Tribute Mania
The need to
tell the world
about your
p...
HSBC Chief Economist: “They are behaving like
the Nobility in the Peasant’s Revolt”
They own 80% of the country’s £6.7trn ...
• How boomers act – compared to civics and
how this makes sense for online social
network fundraising…
proprietary and confidential 37
CONNECT THE PAIRS...WHICH
GENERATION OF GIVERS IS THE MOST
PROLIFIC USER OF THE FOLLOWING
GIVING CHANNELS?
Gen X Regular G...
HYPER-ADVENTURE GIVING
FEELING YOUNG AND
HAVING FUN WHILE GIVING
THE CULTURAL ACCEPTANCE OF
CRAZY, TOUGH, PHYSICAL FUNDRAISING
• David Walliams
• Successfully swam
the English Channel
for...
EXPERIENTIAL FUNDRAISING
HYPER-CHOICE
THE DEATH OF
UNRESTRICTED GIVING
Ego-
philanthropy
Feeling the
need to be
their own
fundraising
brand
Tribute Mania
The need to
tell the world
about your
p...
THANK YOU!
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Upcoming SlideShare
Loading in...5
×

Next gen uk seminar presentation glasgow mike section

273

Published on

Next Gen Study, Glasgow August 2013. UK donor study with key donor behaviour data.

Published in: Business, Health & Medicine
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
273
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Dennis
  • Dennis
  • Win a multi-channel consulting session
  • Dennis
  • Dennis, Mike
  • Dennis
  • Dennis
  • Re order by priority
  • MikeTo be donor cenric – you have to understand who your donors are, how they come to you and how the want to interact with you
  • MikeTo be donor cenric – you have to understand who your donors are, how they come to you and how the want to interact with you
  • Mike
  • Mike
  • MikeGiven that the vast majority of donor acquisition is through direct mail, it is important for us to understand how different generations of donors first learned about their top charities, and the relative importance of mail Mail the dominant channel for Matures, but … Mainstream media and WOM top prospecting channels across age cohorts WOM, school, and P2P fundraising more prevalent for Gen Y (not direct) What we also see on this chart is the importance of a cradle-to-grave strategy for building relationships. Even a quarter of Boomers say that they first learned about a top charity during childhood What is also interesting is what IS NOT a top prospect channel – and that is websites (5%) and social networking site (4%). Emerges as a research toolQ10: How did you first learn about (top charity)? Select all that apply. [Top channels cited above]Q11: How old were you when you first learned about (top charity)? (Best guess is fine)Q9: For how long have you been supporting (top charity)? [Average # of years cited]
  • MikeGiven that the vast majority of donor acquisition is through direct mail, it is important for us to understand how different generations of donors first learned about their top charities, and the relative importance of mail Mail the dominant channel for Matures, but … Mainstream media and WOM top prospecting channels across age cohorts WOM, school, and P2P fundraising more prevalent for Gen Y (not direct) What we also see on this chart is the importance of a cradle-to-grave strategy for building relationships. Even a quarter of Boomers say that they first learned about a top charity during childhood What is also interesting is what IS NOT a top prospect channel – and that is websites (5%) and social networking site (4%). Emerges as a research toolQ10: How did you first learn about (top charity)? Select all that apply. [Top channels cited above]Q11: How old were you when you first learned about (top charity)? (Best guess is fine)Q9: For how long have you been supporting (top charity)? [Average # of years cited]
  • Mike Direct donation most prevalent, but more likely to be first form of support as age Y (followed by X) more likely to check out the charity’s website as a way to get involved. Also more likely to attend an event and volunteer. Finally, Y most likely to promote charity to others through email, FB, etc. Suggests that younger groups need to go through one or more cultivation steps to build a relationship that can lead to a financial transactionQ12: When you first learned of [Top Charity], in what ways did you become involved with the charity/group? Blue numbering indicates significance at the 95% confidence level
  • Mike
  • Mike
  • M
  • A
  • ***Content from HJC presentation***
  • Mike
  • Mike
  • Mike
  • Mike
  • Mike
  • Mike
  • Mike
  • Mike
  • Next gen uk seminar presentation glasgow mike section

    1. 1. PLANNING YOUR FUNDRAISING FUTURE The Next Generation of Scottish Giving
    2. 2. We are handing out prizes today!
    3. 3. At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour Xtraordinary integrated fundraising consulting session http://www.surveymonkey.com/s/JWWDFMS Take our survey at the end of the session!
    4. 4. AGENDA 9:00-9:45 The Dramatic Oversimplification of Scottish Fundraising. What donors told us. 9:45 – 10:15 6 Laser Focused Tactics for Integrated Fundraising Success: A UK case study 10:15 – 10:30 COFFEE BREAK 10:30 – 11:00 Going Mobile 11:00 – 11:30 Winning the Talent War in an Integrated marketing World 11:30 – 12:00 UK Legacy Survey Case Study
    5. 5. YOUR FACILITATORS Mike Johnston Partner, Xtraordinary Fundraising Stephen Butler Partner, Xtraordinary Fundraising Lindsay Sievewright Partner, Xtraordinary Fundraising Special Guests: Bruce Tait, Bruce Tait Associates and Sandra Luther, Blackbaud
    6. 6. A QUESTION TO ASK YOURSELF • How much has technology and communication changed in the last 10 years?
    7. 7. HOW MUCH HAVE FUNDRAISING PRACTICES CHANGED FOR YOU IN THE LAST 10 YEARS?
    8. 8. CHANNEL ECOSYSTEM THIS ISN’T WHAT WE HAD 20 YEARS AGO?! Work place Retail giving Check in the mail Mobile Social media Online Email Crowd funding Text/ SMS Peer-to- Peer Transactional OutreachEngagement Direct mail Website Volunteer/ Meetups Monthly giving Directed giving 8
    9. 9. 8/27/2013 Relay For Life Hope Blooms Donor File
    10. 10. 8/27/2013 proprietary and confidential Relay For Life Hope Blooms Donor File ISN’T THIS MORE NATURAL?
    11. 11. 8/27/2013 proprietary and confidential AND WHEN THAT HAPPENS…
    12. 12. DRAMATIC OVERSIMPLIFICATION
    13. 13. CONNECT THE PAIRS...WHICH GENERATION GIVES MORE TO THIS KIND OF CHARITY THAN ANY OTHER GENERATION Gen X Health Mature Human Rights Gen Y Children Boomer Environmental
    14. 14. HOW DID THEY FIRST LEARN ABOUT THE CAUSE?
    15. 15. UK DONOR FIRST ENGAGEMENT
    16. 16. CORE LESSONS FROM THE DATA • UK Donors of all ages give in multiple ways • Gen X and Gen Y are becoming important • Different groups have different communication preferences • All donors enjoy being communicated with in a variety of ways • Donors learn about your organisation in a variety of ways but traditional media and new forms of media are very important channels
    17. 17. UK DONORS ARE – FUNDAMENTALLY…
    18. 18. CORE LESSONS FROM THE DATA… • Offering a variety of ways to give – to all ages • Ensuring various communications are consistent with one another • Giving opportunities for engagement that are not financial • Personalizing the giving experience as much as possible
    19. 19. INTEGRATED MARKETING IN THE UK – ‘UP, DOWN, AND ACROSS’
    20. 20. INTEGRATION NEEDS TO TAKE PLACE IN MORE THAN ONE DIRECTION Horizontally StyleMessagingTheme Renewal Donor Development Acquisition Vertically In a chronological customer contact flow
    21. 21. INTEGRATION – DONE PROPERLY – GROWS THE WHOLE PYRAMID… Prospects One-off Monthly Major Wills One-off Prospect Monthly Major Wills
    22. 22. • The digital, integrated lead generation survey: – Sent to 57,400 donors – 3 key segments: Monthly, Active & Lapsed – 5,530 responses (response rate of 11%) – Raised £12,000 – a bonus! – Reactivated 30 donors – Found 85 legacies and 292 legacy leads – 143 middle and major donor leads! – Key: shared budgeting! INTEGRATION FOR THE WHOLE PYRAMID
    23. 23. CROSS DEPARTMENTAL SHARING, LEARNING AND LEAD GENERATION…
    24. 24. 1. Donors from 35 to 45 were thinking of legacy gifts 2. Shown to be 300% over represented on LinkedIn 3. Open to Gifts of Stock 4. Now…. A LinkedIn Strategy for a Legacy Gift for younger donors…. HAPPY SURPRISES!
    25. 25. THE UK NEXT GEN SUPPORTER TYPES
    26. 26. Ego- philanthropy Feeling the need to be their own fundraising brand Tribute Mania The need to tell the world about your parents and friends and family Hyper- adventure giving Feeling young and having fun while giving Hyper- choice The death of unrestricted giving 4 TYPES OF UK NEXT GEN DONORS Proprietary & Confidential8/27/2013 Slide 30
    27. 27. HSBC Chief Economist: “They are behaving like the Nobility in the Peasant’s Revolt” They own 80% of the country’s £6.7trn in wealth – and they are the longest lived of any generation in the UK.
    28. 28. • How boomers act – compared to civics and how this makes sense for online social network fundraising…
    29. 29. proprietary and confidential 37
    30. 30. CONNECT THE PAIRS...WHICH GENERATION OF GIVERS IS THE MOST PROLIFIC USER OF THE FOLLOWING GIVING CHANNELS? Gen X Regular Giving Mature Web Giving Gen Y Social Media Boomer Charity Gift Shop
    31. 31. HYPER-ADVENTURE GIVING FEELING YOUNG AND HAVING FUN WHILE GIVING
    32. 32. THE CULTURAL ACCEPTANCE OF CRAZY, TOUGH, PHYSICAL FUNDRAISING • David Walliams • Successfully swam the English Channel for Sport Relief • Online Fundraising Page to raise over 1 million pounds
    33. 33. EXPERIENTIAL FUNDRAISING
    34. 34. HYPER-CHOICE THE DEATH OF UNRESTRICTED GIVING
    35. 35. Ego- philanthropy Feeling the need to be their own fundraising brand Tribute Mania The need to tell the world about your parents and friends and family Hyper- adventure giving Feeling young and having fun while giving Hyper- choice The death of unrestricted giving RANK (1 TO 5) ON HOW PREPARED YOU ARE FOR EACH NEXT GEN DONOR TYPE Proprietary & Confidential8/27/2013 Slide 46
    36. 36. THANK YOU!
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×