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Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
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Next Generation of Fundraising Today and Tomorrow

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Michael Johnston, Founder and President, hjc, gives a profile of four generations of Canadian donors: how do they give, where do they give and how can you build the most effective relationship with …

Michael Johnston, Founder and President, hjc, gives a profile of four generations of Canadian donors: how do they give, where do they give and how can you build the most effective relationship with them.

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  • Win a multi-channel consulting session
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  • The recipients were sent to an epetition directed at key Parliamentarians who were on the Committee that reviewed the bill.Note some important aspects to the petition:#1 phone number – we asked. Does this suppress signatures? That’s a debate. We make it a non-mandatory field – and find that about 30% fill it out anyway. It’s worth it#2 counter - why? “social proof”. participants see that 1000s are doing this#3 comments – these are streamed – they build momentum and act as examples – they give participants the confidence to write their own words#4 subscribe – this builds a list for e-cultivation – you can’t use your big list all the time – this filters out the best activists for higher touch cultivation#5 more info – a minor link so as not to distract, but important for legitimacy to show the depth of research/legitimacy of actionother – use of photo, clear action statement, target is obvious, message is clear, opportunity to add personal comments, required fields clearly indicated, link to more comments to increase comfort level of participants3 weeks later, on November 1st, there were 2792 signatureshttp://www.amnesty.ca/urgentappeal/2009/CorpAcct/
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  • 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?
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  • 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.
  • 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.
  • Lot of information on this chart. Two most common ways to “give back” are what I know some of you refer to as “tipping” – leaving a buck for charity here or there at the supermarket, etc; and of course check by mail. But what I really want to focus on is some of the generational differences. Gen Y most likely to give in small ways -- $1 at checkout type of gift. No one prevalent channel beyond that -- as likely to give via website as check, same numbers at gift shop, event, etc. More than 1-in-10 say they have participated in mobile philanthropy. Giving thru SM more prevalent than other generations, but still small. Gen X true multi-channel givers -- more likely to give through many of these channels than other generations. Most likely to make online donations (though still a little less than good old check). Both X and Y more likely to participate in something like Gap Red campaign where part of the proceeds fr third party vendor purchase goes to charity. In focus groups we heard that this is a way that they can easily and affordably be charitable. Win-win (i.e. Gap – “I shop there anyway, and it’s a way to feel good”). Matures (and Boomers) most likely to mail in a check. A third of Matures have made tribute gifts. More have given via phone solicitation than other generations (though still just a quarter).Q7: Which of the following giving methods have you used in the past 2 years (select all that apply).Bold numbering in the table on the right indicates significance at the 95% confidence level
  • US has a far greater reliance on direct mail than Canadian – especially for prospecting – Canadian donors are more likely to respond at fundraising events, give monthly or donate in honor/tribute. Mobile and social media are much more prolific in US. May bebecausemajor social network channels have been around for longer in the US. US mobile giving refulation much more freedom that in Canada. Regulations are only just now starting to open up. Checkout :58Mailed gift:27Website:32FR event: 41Honour/Tribute: 34Third party vendor: 17Monthly giving: 25Phone: 17Mobile: 3Social networking : 3
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  • Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply.
  • 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?
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  • Q17: How do you feel you can make the biggest difference with the charities you support? Please select one.
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  • 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?
  • 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?
  • Tools also available to schedule all your posts in advance. Removes some of the work, but must remember to actively monitor!
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  • 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? (shown: extremely+very+somewhat important)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?
  • Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply. Q19: You said that you have donated to charities online. Which of the following payment options would you use if it was available? 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? (shown: extremely+very+somewhat important)
  • Q23: Some employers encourage their employees to support charities. In the last 12 months, have you done any of the following? Please select all that apply.
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  • 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.
  • Q35: Which of the following best describes how comfortable you are sharing information with others about the charities you support? Please select one.
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  • Transcript

    • 1. CANADIAN FUNDRAISING TODAY AND TOMORROW
    • 2. AGENDA 9:30-11:00 Canadian Fundraising Today and Tomorrow Michael Johnston 11:00-11:30 COFFEE AND NETWORKING 11:30-12:15 The Constituent Engagement Journey: Growing Engagement, Loyalty, and Lifetime Value Ken Kuhler 12:15 – 1:30 LUNCH AND NETWORKING 1:30-2:00 Monthly Giving and the Next Generation of Giving Harvey McKinnon 2:00-3:00 Fundraising Trends in 2013 Michael Johnston and Ken Kuhler
    • 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 hjc/hma/Blackbaud digital and integrated fundraising consulting session http://www.surveymonkey.com/s/HBBRTHG Take our survey at the end of the session!
    • 4. “THE MORE ONE KNOWS, THE MORE ONE CAN CONTROL EVENTS.” SIR FRANCIS BACON
    • 5. • DONOR FILES AND ACQUISITION LIST SOURCES ARE SHRINKING – A MORE COMPETITIVE ENVIRONMENT Current Fundraising Reality Aging Donor Base
    • 6. • REVENUES ARE FLAT AND – IN MANY CASES – ARE FALLING DIRECT MAIL AND OTHER TRADITIONAL CHANNEL COSTS/ROI ARE INCREASING/ FUNDRAISING MARGINS ARE SHRINKING Current Fundraising Reality
    • 7. WWBA?
    • 8. What are the preferred giving channels of each generation? What are the preferred communications and engagement channels? Does age influence who you give to? What are the basic dos and don’ts for fundraisers in 2013 and beyond? Hail Angry Peasant! what skullduggery do you intend with that pitchfork? How could thoust deny the vital nutritional content of this fine homebrewed ale?
    • 9. ONLINE BENCHMARKING (2011 AND 2012) Other Sources of Giving Data in Canada
    • 10. WHERE CAN WE IMPROVE? • Underdeveloped Advocacy • 8.2% of total email files in Canada are advocates vs. 12% in the United States • Only 6.8% of online advocates are donors in Canada vs. double that in the United States
    • 11. ACTION TAKERS ARE STRONGER PROSPECTS Non-donors who’d taken action online were 2.3x more likely to donate than non-donors in the email file who hadn’t
    • 12. ACTION TAKERS ARE STRONGER DONORS Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking.
    • 13. AMNESTY INTERNATIONAL: E-PETITION AND TELEPHONE FOLLOW UP Phone number: Ask! Counter: social proof Comments: priority for calls Subscribe: for cultivation More info: legitimacy
    • 14. CALLING ADVOCACY LISTS 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 18.50% 8% 9% 11% Recent Lapsed Monthly Donor Online Petition Only E-newsletter Subscriber Long Lapsed Montlhly Donor
    • 15. COST PER MONTHLY DONOR $75.00 • 1000 phone calls – 74 monthly donors giving $9.66 every month
    • 16. WHAT ARE WE DOING WELL? • A Less Cluttered Market • 14.34% open rates in the United States vs. 22.98% open rates in Canada • That maintains a similar advantage the year before • Monthly Giving • Next Generation of Giving comparison – still higher in Canada • Online monthly giving is also bigger in Canada: 14% of Canadian online revenue is from monthly sustainer vs. 8% of US online revenue • HOWEVER… US online sustainer revenue increased from 6% the year before while the Canadian % remained the same at 14%. • We shouldn’t be standing still! • This is paralleled in the offline, Next Gen Study
    • 17. WHAT ELSE? • Are we doing enough? • Even though the US market is more mature in online fundraising, they still have a higher online gross revenue increase of 10% vs. 5% in Canada • Is this a parallel of our more conservative, steady economic approach to growth? • Are we spamming? • In the US, there was a 1.2% increase in overall charitable email volume but there was an 18% increase in Canada • If we are sending more, is it segmented and personalized?
    • 18. THE INTEGRATED, NEXT GENERATION OF GIVING IN CANADA Prospects One-off Monthly Major Wills One-off Prospect Monthly Major Wills
    • 19. • The cultivation survey: – Sent to 57,400 donors – 3 key segments: Monthly, Active & Lapsed – 5,530 responses (response rate of 11%) – Raised $17,574 – a bonus! – Reactivated 30 donors – Found 85 expectances and 292 legacy leads – 143 middle and major donor leads! – Shared budgeting! – Surveymonkey and RE CANADA LEADING THE PACK
    • 20. 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!
    • 21. CANADA LEADING THE PACK A recent online survey found
    • 22. ANIMAL WELFARE A recent online survey found
    • 23. THE NEXT GENERATION OF CANADIAN GIVING The Canadian Fundraising Summit
    • 24. % Of Generation Giving Totalannualgiving $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 $1,800 55% 65% 75% 85% 95% 79% Give 5.8 M donors $831 yr/avg 4.5 charities $4.8 B/yr 62% Give 4.5M donors $639 yr/avg 4.0 charities $2.9 B/yr 78% Give 6.9 M donors $942 yr/avg 4.9 charities $6.5 B/yr 87% Give 3.1 M donors $1507 yr/avg 7.0 charities $4.7 B/yr Gen Y Gen X Boomers Matures GENERATIONAL GIVING Bubble size is ‘Estimated Annual Contributions’ An overview of annual giving by generation confirms the importance of Boomers in the charitable giving space. 26 Born: 81-91 Born: before 1946 Born: 46-64 Born: 65-80
    • 25. DRAW YOUR BUBBLES
    • 26. A GRADE TWO QUIZ
    • 27. Gen Y Animal Protection Mature Human Rights Gen X Door To Door Boomer Arts
    • 28. CAUSES – TOP TIER GEN Y GEN X BOOMERS MATURES PRIORITY CAUSE 45% 50% 50% 55% 21% 31% 31% 36% 32% 40% 38% 28% 18% 25% 23% 40% 15% 17% 17% 14% 12% 14% 11% 14% 50% 30% 35% 26% 16% 13% 71% 48% 46% 33% 23% 22% Health charities Local social service Children’s charities Place of worship Animal rescue/protection Emergency relief Priority Cause Overall Giving % donating overall to causes *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013. • Health charities have the largest % of donors across generations • For all top tier causes capture, at least half of donors see it as a priority. Places of worship and children’s charities have the largest % • Emergency giving dropped as a priority cause across generations ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓
    • 29. CAUSES – BOTTOM TIER GEN Y GEN X BOOMERS MATURES PRIORITY CAUSE 10% 8% 6% 10% 13% 8% 6% 9% 6% 8% 8% 10% 3% 3% 7% 10% 6% 5% 6% 4% 2% 3% 2% 6% 4% 4% 3% 4% 2% 3% 2% 7% 3% 4% 2% 3% 0% - 0% - 8% 9% 8% 6% 5% 3% 4% 4% 3% 0% 18% 16% 16% 11% 10% 9% 8% 7% 6% 1% Education Human rights, internation… Environmental, cons ervation Arts/art-related Victims of crime or abuse Election campaigns First responders Troops/veterans Advocacy Trade union Priority Cause Overall Giving % donating overall to causes *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013. ↓ ↑ ↓ ↓ ↓
    • 30. WHAT CHANNELS ARE DONORS USING IN NORTH AMERICA?
    • 31. ANOTHER GRADE TWO QUIZ
    • 32. Gen Y Online Giving Mature Mobile Text Gen X Door To Door Boomer Telemarketing
    • 33. GEN Y GEN X BOOMERS MATURES 55% 54% 58% 55% 45% 55% 35% 31% 21% 35% 47% 56% 36% 39% 38% 30% 29% 33% 40% 37% 11% 23% 36% 58% 22% 29% 37% 34% 22% 24% 29% 29% 24% 20% 25% 20% 25% 19% 11% 9% 15% 14% 12% 14% 5% 9% 15% 18% 7% 5% 4% 9% 4% 9% 4% 4% 5% 8% 4% 3% 12% 4% 2% - 6% 4% 3% 2% 1% 2% 3% 2% Donated this way in last 2 years 56% 41% 41% 36% 35% 32% 32% 26% 22% 15% 13% 12% 6% 5% 5% 4% 4% 2% Checkout Donation Online Donation Honor/Tribute Purchase for Proceeds Pledge at Event Mailed Check/Credit… Door to Door* Monthly Debit Street Canvassing* Third Party Vendor Email* Phone Radio/TV* Online Ad* Will/Planned Gift Mobile/Text Social Networking Site Stocks, Bonds, Property GIVING CHANNELS Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013. 36 *New or changed attribute, no tracking data ↑ ↑ ↑ ↓ ↑ ↓ ↑ ↑ ↓ ↑ ↑ ↓
    • 34. 1% 1% 5% 6% 12% 18% 25% 33% 34% 34% 35% 43% 3% 6% 9% 9% 12% 14% 25% 16% 21% 23% 25% 24% 34% 36% 36% 30% 34% 29% 22% 15% 17% 16% 12% 9% 47% 41% 23% 18% 15% 11% 4% 8% 3% 6% 2% 1% Acceptable Solicitation Channel (from organizations with an established relationship) Very AcceptableVery Unacceptable NET GEN Y GEN X BOOMERS MATURES +77 +78 +87 +77 +63 +69 +70 +76 +68 +62 +46 +53 +40 +46 +47 +34 +51 +43 +30 +13 +25 +50 +41 +11 +5 +8 +45 +26 -2 -33 -24 -4 -21 -37 -24 -26 +24 -5 -46 -65 -35 -6 -29 -49 -46 -35 -26 -38 -41 -30 -46 -17 -38 -54 -67 -57 -29 -48 -76 -63 Friend Friend's child/grandchild Letter/message Radio or TV program Email Opt-in for extra charge on ticket/recording Phone call Message via social media Voice message Door-to-door canvassing Street canvassing Text message ACCEPTABLE SOLICITATION CHANNEL Net (Acceptable – Unacceptable) Smwt Smwt Channels with a personal connection are most acceptable, followed by letters or TV/radio. *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
    • 35. MAKING A DIFFERENCE 30% 36% 7% 14% 9% 2% Gen Y 43% 21% 7% 14% 8% 1% 56%18% 7% 9% 5% 1% Boomers 55% 19% 10% 7% 4% 2% Matures As we saw in the 2010 research, the feeling that monetary donations are the way to make the biggest difference increases with age. Gen Y – with more time than money -- is the one generational cohort that places more emphasis on volunteering. Gen X Money Volunteer Donate goods Spread word Fundraise Advocate
    • 36. HYPER-CHOICE IS IT THE DEATH OF UNRESTRICTED GIVING?
    • 37. 24% 22% 49% 26% 18% 53% 23% 25% 46% 10% 40% 43% Directed donation Unrestricted donation Either is fine Directed Giving Preferences Gen Y Gen X Boomers Matures 27% 55% 7% 5% 22% 44% 6% 1% 22% 34% 5% 0 14% 28% 7% 2% Decide where funds goSee the impact of my donationThank you giftPublic recognition Would Motivate Me a Great Deal to Make a Larger Donation to Charity *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013. Engagement: Directed Giving
    • 38. HOW DO YOUR DONORS LOOK AT TRANSACTIONS, ENGAGEM ENT, AND OUTREACH?
    • 39. TRANSACTIONAL: DIRECT MAIL 63% 56% 13% 11% 56% 50% 22% 23% 58% 55% 28% 36% 63% 64% 28% 58% Mail from a charity is very or smwt acceptable Mail is important way for charity to stay in touch Receive information in the mail Gave a donation in response to a mail appeal in the last 2 yrs Gen Y Gen X Boomers Matures • While donors say that direct mail is an acceptable and important way for charities to keep in touch with supporters … • … There is a substantial drop across generations in the number who remember receiving info in the mail; and a big difference, except among Matures, in the number who say they have responded to direct mail
    • 40. • Donors say that a charity’s website is an important way to stay in touch, yet far fewer report actually visiting these sites • However, the website is an important transaction channel – especially with Gen X. More say they contributed in this way across generations in 2013 than in 2010 TRANSACTIONAL: ONLINE 85% 41% 45% 76% 29% 55% 60% 25% 35% 45% 16% 31% Visiting website is important way to stay in touch with charity Visit website of charities you support Made a donation through org's website in last 2 years Gen Y Gen X Boomers Matures Website Credit card 90% Paypal 38% Amazon payment 2% Ways Would Pay 2010 41% 37% 29% 24% ↑
    • 41. ENGAGEMENT: WORKPLACE 60% 36% 58% 40% 49% 50% 25% 75% Have given in the workplace Have not given in workplace Workplace giving is more prevalent among younger workers. Gen Y is likely to give this way just once, while Boomers are more likely to give through payroll. Workplace Giving GEN Y GEN X BOOMERS MATURES Participated in a workplace fundraiser 30% 33% 30% 13% Made a one-time donation through your workplace 24% 16% 20% 4% Made a donation through payroll deduction 11% 18% 24% 4% Volunteered through your workplace 19% 12% 16% 4% Made a donation where your employer matched the gift 15% 15% 11% 4% Participated in a workplace walk/run/challenge 15% 11% 13% 8% Gen Y Gen X Boomers Matures (filtered among those employed or student) *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
    • 42. • Corporate Donors phoned/mailed/emailed proposal • Lead to Starbucks doing a coin collection at 90 of their retail stores. • Also led to online Employee Giving campaign (138 employees (almost all new donors) gave over $4,000 in lieu of Christmas gifts
    • 43. ENGAGEMENT: RETAIL GIVING Retail giving, last 12 mos 34% No retail giving 43% Not sure 23% Gen Y: 54% Gen X: 38% Boomers: 29% Matures: 19% Motivations (Single most important reason) Total Y X B M Cause 64% 58% 69% 64% 61% Product 19% 28% 18% 25% 18% Total Y X B M Given to cause before 24% 21% 18% 31% 29% Would have given anyway 35% 30% 39% 34% 42% Have given since purchase 11% 17% 9% 8% 11% Plan to give directly in future 28% 27% 30% 20% 42% Will retail give to this charity in future 48% 40% 45% 56% 55% None of these (1x gift) 10% 16% 12% 2% 13% Relationship to Cause • Gen Y & X are more likely to give by retail purchase • All are primarily motivated by cause over product • Responses suggest that retail is a good way to increase donations and raise awareness, but many of these will not convert into regular donations beyond retail *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
    • 44. ENGAGEMENT: WORD OF MOUTH 18% 17% 13% 13% 40% 43% 34% 33% 25% 16% 17% 21% 12% 16% 23% 23% 1% 7% 10% 11% Gen Y Gen X Boomers Matures 53 Comfort-level Sharing Info about Charities Support Not comfortable at all, it is inappropriate Not too comfortable, tend to be private Somewhat comfortable, but cautious Very comfortable, but only bring it up if asked Very comfortable, often tell others Younger generations are slightly more comfortable sharing information about the charities they support than older generations.
    • 45. CHANNEL ECOSYSTEM NO SILVER BULLET: FUTURE IS INTEGRATED 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 55
    • 46. KEY NEXT GEN FUNDRAISING QUESTIONS TO ASK YOURSELF
    • 47. HAVE I UNDERINVESTED IN FUNDRAISING TO BABY BOOMERS, WHERE THE BULK OF MONEY WILL COME FOR THE FORESEEABLE FUTURE?
    • 48. HAVE I IGNORED THE UP AND COMING YOUNGER GENERATIONS; OR RELEGATED THEM TO AN UN-STRATEGIC SOCIAL MEDIA EFFORT?
    • 49. DOES MY FUNDRAISING CHANNEL MIX INCLUDE DIRECT MAIL FOR YOUNGER DONORS AND DIGITAL COMMUNICATIONS FOR OLDER ONES (HINT: IT SHOULD)?
    • 50. AM I PREPARING FOR THE FUTURE BY ADDRESSING THE CULTURAL DEMANDS GENERATIONS X AND Y ARE PLACING ON INSTITUTIONS (SUCH AS TRANSPARENCY)?
    • 51. AM I EMPOWERING MY MOST ENTHUSIASTIC SUPPORTERS TO FUNDRAISE AND EVANGELIZE ON MY BEHALF?
    • 52. OUR KEY RECOMMENDATIONS KNOW YOUR DONORS’ BIRTHDAYS.
    • 53. OUR KEY RECOMMENDATIONS MAKE DONORS HAPPY. NOW IS THE TIME TO CREATE AND TRACK DONOR SATISFACTION METRICS AND TO CLOSELY TRACK RETENTION BY CHANNEL AND BY GENERATION. IT’S ALSO TIME TO PAY MORE ATTENTION TO INBOUND COMMUNICATIONS BY DONORS.
    • 54. OUR KEY RECOMMENDATIONS PREPARE FOR THE FUTURE TODAY. THERE ARE THINGS ORGANIZATIONS CAN AND SHOULD DO TODAY TO ATTRACT YOUNGER SUPPORTERS (GEN X, Y, Z) AND A SHARE OF THE ROUGHLY $6 BILLION THEY GIVE EACH YEAR. IT’S NOT JUST ABOUT TWEAKING THE TACTICS. MANY OF THE BIGGEST IMPEDIMENTS TO EFFECTIVE MULTICHANNEL FUNDRAISING ARE ORGANIZATIONAL AND POLITICAL. HOW ABOUT YOURS?
    • 55. CONCULSION THE FUTURE HAS ARRIVED IT IS A MULTI-CHANNEL FUNDRAISING WORLD IT IS ALSO A FUNDRAISING ENVIRONMENT IN WHICH THE DONOR DEMANDS, AND RESPONDS TO AN INTEGRATED RELATIONSHIP ARE YOU READY?
    • 56. REMEMBER THE CHILDREN… • 3 of the top 10 fundraisers for an organization that raises over $90 million a year are under 15 • Do you have an integrated plan for supporters under 15?
    • 57. 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 hjc/hma/Blackbaud digital and integrated fundraising consulting session http://www.surveymonkey.com/s/HBBRTHG Take our survey at the end of the session!

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