CANADIAN FUNDRAISING TODAY
AND TOMORROW
WHO ARE WE?
Mike Johnston
Founder, HJC,
Integrated Fundraising Consultants
Integrated Fundraising Specialists
Dennis McCar...
HOUSE CLEANING TIPS..
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...
“THE MORE ONE
KNOWS, THE MORE ONE
CAN CONTROL EVENTS.”
SIR FRANCIS BACON
• DONOR FILES AND ACQUISITION LIST
SOURCES ARE SHRINKING – A MORE
COMPETITIVE ENVIRONMENT
Current Fundraising Reality
Agin...
• REVENUES ARE FLAT AND – IN MANY
CASES – ARE FALLING
DIRECT MAIL AND OTHER TRADITIONAL
CHANNEL COSTS/ROI ARE INCREASING/
...
WWBA?
What are the preferred giving channels of
each generation?
What are the preferred communications and
engagement channels?
...
• The cultivation survey:
– Sent to 57,400 donors
– 3 key segments: Monthly, Active &
Lapsed
– 5,530 responses (response r...
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...
CANADA LEADING THE PACK
A recent online survey
found
ANIMAL WELFARE
A recent online survey
found
ALL THIS SHOWS… THINGS ARE
CHANGING…
THE NEXT GENERATION OF
CANADIAN GIVING
% 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%...
DRAW YOUR BUBBLES
A GRADE TWO QUIZ
Gen Y
Animal Protection
Mature
Human Rights
Gen X
Door To Door
Boomer
Arts
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% 4...
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%...
WHAT CHANNELS ARE DONORS USING
IN NORTH AMERICA?
ANOTHER GRADE TWO QUIZ
Gen Y
Online Giving
Mature
Mobile Text
Gen X
Door To Door
Boomer
Telemarketing
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...
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...
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%
Mature...
HYPER-CHOICE
IS IT THE DEATH OF
UNRESTRICTED GIVING?
24%
22%
49%
26%
18%
53%
23% 25%
46%
10%
40%
43%
Directed donation Unrestricted
donation
Either is fine
Directed Giving Pre...
HOW DO YOUR DONORS
LOOK AT TRANSACTIONS,
ENGAGEMENT, AND
OUTREACH?
TRANSACTIONAL: DIRECT MAIL
38
63%
56%
13%
11%
56%
50%
22%
23%
58%
55%
28%
36%
63%
64%
28%
58%
Mail from a charity
is very ...
• Donors say that a charity’s website is
an important way to stay in touch,
yet far fewer report actually visiting
these s...
ENGAGEMENT: WORKPLACE
60%
36%
58%
40%
49% 50%
25%
75%
Have given in the
workplace
Have not given in
workplace
Workplace gi...
• Corporate Donors phoned/mailed/emailed proposal
• Lead to Starbucks doing a coin collection at 90 of their retail stores...
ENGAGEMENT: RETAIL GIVING
Retail
giving, last
12 mos,
34%
No retail
giving
43%
Not sure
23%
Gen Y: 54%
Gen X: 38%
Boomers:...
CHANNEL ECOSYSTEM
NO SILVER BULLET: FUTURE IS INTEGRATED
Work
place
Retail
giving
Check in
the mail
Mobile
Social
media
On...
KEY NEXT GEN FUNDRAISING QUESTIONS
TO ASK YOURSELF
HAVE I IGNORED THE UP AND COMING
YOUNGER GENERATIONS; OR RELEGATED
THEM TO AN UN-STRATEGIC SOCIAL MEDIA
EFFORT?
DOES MY FUNDRAISING CHANNEL MIX
INCLUDE DIRECT MAIL FOR YOUNGER
DONORS AND DIGITAL COMMUNICATIONS
FOR OLDER ONES (HINT: IT...
AM I PREPARING FOR THE FUTURE BY
ADDRESSING THE CULTURAL DEMANDS
GENERATIONS X AND Y ARE PLACING ON
INSTITUTIONS (SUCH AS ...
AM I EMPOWERING MY MOST
ENTHUSIASTIC SUPPORTERS TO
FUNDRAISE AND EVANGELIZE ON MY
BEHALF?
OUR KEY
RECOMMENDATIONS
KNOW YOUR DONORS’ BIRTHDAYS.
OUR KEY
RECOMMENDATIONS
MAKE DONORS HAPPY.
NOW IS THE TIME TO CREATE AND TRACK DONOR
SATISFACTION METRICS AND TO CLOSELY T...
OUR KEY
RECOMMENDATIONS
PREPARE FOR THE FUTURE TODAY. THERE ARE
THINGS ORGANIZATIONS CAN AND SHOULD DO TODAY
TO ATTRACT YO...
CONCLUSION
THE FUTURE HAS ARRIVED
IT IS A MULTI-CHANNEL FUNDRAISING WORLD
IT IS ALSO A FUNDRAISING ENVIRONMENT IN WHICH
TH...
THE INTEGRATED MARKETING
ADVISORY BOARD
• Promoting active discussion
of integrated marketing
in the nonprofit sector
• Si...
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...
Join us October 10th:
https://attendee.gotowebinar.com/register/4439445676074228225
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
The Next Generation of Canadian Giving Webinar
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The Next Generation of Canadian Giving Webinar by Mike Johnston and Dennis McCarthy on September 25, 3013

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The Next Generation of Canadian Giving Webinar

  1. 1. CANADIAN FUNDRAISING TODAY AND TOMORROW
  2. 2. WHO ARE WE? Mike Johnston Founder, HJC, Integrated Fundraising Consultants Integrated Fundraising Specialists Dennis McCarthy Vice President -- Strategy Target Analytics -- Blackbaud Strategic, Data-Driven Multi-Channel Marketing
  3. 3. HOUSE CLEANING TIPS..
  4. 4. 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 digital and integrated fundraising consulting session http://www.surveymonkey.com/s/BJNBZNY Take our survey at the end of the session!
  5. 5. “THE MORE ONE KNOWS, THE MORE ONE CAN CONTROL EVENTS.” SIR FRANCIS BACON
  6. 6. • DONOR FILES AND ACQUISITION LIST SOURCES ARE SHRINKING – A MORE COMPETITIVE ENVIRONMENT Current Fundraising Reality Aging Donor Base
  7. 7. • 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
  8. 8. WWBA?
  9. 9. 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?
  10. 10. • 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
  11. 11. 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!
  12. 12. CANADA LEADING THE PACK A recent online survey found
  13. 13. ANIMAL WELFARE A recent online survey found
  14. 14. ALL THIS SHOWS… THINGS ARE CHANGING…
  15. 15. THE NEXT GENERATION OF CANADIAN GIVING
  16. 16. % 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. Born: 81-91 Born: before 1946 Born: 46-64 Born: 65-80
  17. 17. DRAW YOUR BUBBLES
  18. 18. A GRADE TWO QUIZ
  19. 19. Gen Y Animal Protection Mature Human Rights Gen X Door To Door Boomer Arts
  20. 20. 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 ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓ ↓
  21. 21. 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, international dev. Environmental, conservation 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. 24 ↓ ↑ ↓ ↓ ↓
  22. 22. WHAT CHANNELS ARE DONORS USING IN NORTH AMERICA?
  23. 23. ANOTHER GRADE TWO QUIZ
  24. 24. Gen Y Online Giving Mature Mobile Text Gen X Door To Door Boomer Telemarketing
  25. 25. 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 Card 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. *New or changed attribute, no tracking data ↑ ↑ ↑ ↓ ↑ ↓ ↑ ↑ ↓ ↑ ↑ ↓
  26. 26. 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% 30 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.
  27. 27. 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
  28. 28. HYPER-CHOICE IS IT THE DEATH OF UNRESTRICTED GIVING?
  29. 29. 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 go See the impact of my donation Thank you gift Public 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
  30. 30. HOW DO YOUR DONORS LOOK AT TRANSACTIONS, ENGAGEMENT, AND OUTREACH?
  31. 31. TRANSACTIONAL: DIRECT MAIL 38 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
  32. 32. • 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 39 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% ↑
  33. 33. 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.
  34. 34. • 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
  35. 35. 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.
  36. 36. 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 47
  37. 37. KEY NEXT GEN FUNDRAISING QUESTIONS TO ASK YOURSELF
  38. 38. HAVE I IGNORED THE UP AND COMING YOUNGER GENERATIONS; OR RELEGATED THEM TO AN UN-STRATEGIC SOCIAL MEDIA EFFORT?
  39. 39. DOES MY FUNDRAISING CHANNEL MIX INCLUDE DIRECT MAIL FOR YOUNGER DONORS AND DIGITAL COMMUNICATIONS FOR OLDER ONES (HINT: IT SHOULD)?
  40. 40. AM I PREPARING FOR THE FUTURE BY ADDRESSING THE CULTURAL DEMANDS GENERATIONS X AND Y ARE PLACING ON INSTITUTIONS (SUCH AS TRANSPARENCY)?
  41. 41. AM I EMPOWERING MY MOST ENTHUSIASTIC SUPPORTERS TO FUNDRAISE AND EVANGELIZE ON MY BEHALF?
  42. 42. OUR KEY RECOMMENDATIONS KNOW YOUR DONORS’ BIRTHDAYS.
  43. 43. 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.
  44. 44. 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?
  45. 45. CONCLUSION 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?
  46. 46. THE INTEGRATED MARKETING ADVISORY BOARD • 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
  47. 47. 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 digital and integrated fundraising consulting session http://www.surveymonkey.com/s/BJNBZNY Take our survey at the end of the session!
  48. 48. Join us October 10th: https://attendee.gotowebinar.com/register/4439445676074228225
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