Understanding the New Breed of Digital Donors


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The full title is "Understanding the new breed of digital donors and how to maximise your fundraising through their networks" and this presentation was given by Bryan Miller and Jonathan Waddingham at the 29th International Fundraising Congress in Holland on the 22nd and 23rd October 2009

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  • Average donation is about £30
  • What is your donor care strategy – do you differentiate based on age? As people get older, they give moreWhat is the language you use and the channels – offline/online.I don’t think we have the same donor care for online donors as we do for offline – yetWill a clever charity segment a donor care strategy by age. Don’t they have different needs to the younger people? Has anyone done it?
  • See the diagonal from top left to bottom right – showing how the proportion of people who give higher gifts increases in relation to age
  • See the diagonal from top left to bottom right – showing how the proportion of people who give higher gifts increases in relation to age
  • So what – how does your website work with older people? Are they targeted? Do you advertise on the sites they use? Is your own site older-people friendly. Is your marcomms strategy integrating online and offline.
  • Overwhelming majority of people still respond to emails for online donations.To give you some context from the whole of JustGiving.comLooking at the last four weeks, 16% comes from Facebook and40% of referrals are direct – via email or people typing in a web addressSo you need to think of your audience and the tools they use. There’s been a shift from email to FB, but email still rules as a communication method.
  • Last month suggests the opposite - there’s a symbiotic relationship between social media and email.Think about it – how do you know you’ve got a FB message, or new comment – or a new follower on twitter – it’s by email!
  • When you drill into the ages, the clearer patterns emerge.None of them are that much of a surprise – but do you plan your comms or segment by this data.If you’re not using FB – are you missing out on a huge opportunity. We’re fascinated by FB, so I wanted to show you some facts that would be of interest.Remember, Facebook accounts for 16% of all traffic, and a whopping 30-40% of all referrals to JustGiving.com
  • Who’s using FB connect – who knows what it is?
  • Facebook Connect is not just for fundraising – it can be campaigning, can be action, participation, engagement.
  • “Ripples spreading outwards, occasionally touching someone whom I’d never have encountered, but who could now share my message or even come on board and want to join me in raising funds for CRUK by taking their own 365challenges … a number of my 365ers fit this profile. And as they have come on board, they’ve created their own FB groups, and so the ripples continue to spread …”
  • Understanding the New Breed of Digital Donors

    1. 1. Understanding the new breed of digital donors and how to maximise your fundraising through their networks<br />Bryan Miller<br />Head of Strategy & Consumer InsightCancer Research UKbryan-miller@hotmail.com @millbry<br />Jonathan Waddingham<br />Charity ChampionJustGivingjonathan@justgiving.com@jon_bedford <br />
    2. 2. Bryan Miller<br /><ul><li>(Former) Head of Strategy & Consumer Insight at Cancer Research UK
    3. 3. First Computer: Research Machines 380Z
    4. 4. Favourite website</li></ul> Spezify.com<br />Jonathan Waddingham<br /><ul><li>Charity Champion at JustGiving
    5. 5. First Computer: ZX Spectrum
    6. 6. Favourite website:</li></ul> failblog.org<br />
    7. 7. Understanding the new breed of digital donors and how to maximise your fundraising through their networks<br />
    8. 8. Let’s begin…with a (true) story<br />
    9. 9. Jenni Ware<br />Carolee Hazzard<br />… with a lost purse<br />It all began…<br />
    10. 10. Realtime community storytelling<br />
    11. 11. And looks set to continue growing <br />- thanks to the multiplier effect of social network fundraising<br />$93 is now $22,000!<br />
    12. 12. Trader Joe’s also donated over 350lbs of groceries - nice!<br />
    13. 13. Donations continue being made at the Second Harvest site<br /><ul><li> but it really doesn’t have anything like the community vibe </li></ul>of the 93 Dollar Club Facebook Page<br />
    14. 14.
    15. 15. The moral of this story?<br />Donors are doing it for themselves!<br />
    16. 16. Donors are doing it for themselves!<br />Second Harvest didn’t approach Carolee to ask her to support them - her Facebook friends suggested them<br />Carolee didn’t need to approach Second Harvest to ask them how to fundraise or to ask for promotional materials or advice<br />The first Second Harvest knew about it was when the money and food started rolling-in!<br />Carolee and her friends probably don’t know it - but they represent a fast emerging ‘new breed’ of digital donors<br />
    17. 17. So… what is our role in all this? <br />
    18. 18. Our traditional role<br />
    19. 19. Our new role…<br />Content<br />Community<br />Commodity<br />Cause Impact<br />Within the 4-Cs of social network fundraising<br />
    20. 20. Community<br />The first ‘C’ = Community<br /><ul><li>The ‘new breed’ of digital donors - like Carolee Hazzard - have their own online communities who they choose to spend time with
    21. 21. Time spent on Facebook by US consumers was up 700% year on year to April 2009*
    22. 22. Despite technological advances we still only have 24 hours in each day - so more time spent online in one place means less time to come and visit our charity websites (or do other stuff)
    23. 23. We need to get used to people actively fundraising for us through their own community networks - but not necessarily wanting to join our community </li></ul>*Source Nielsen: http://bit.ly/1AJ7ni<br />
    24. 24. http://www.buzzpoint.com/<br />One social network to rule them all?<br />
    25. 25. <ul><li>The online world got excited when Facebook hit 250m users in July 2009
    26. 26. By September 2009 it was up to 300m
    27. 27. Various analysts suggests its growth is now slowing considerably - but it’s still around the same ‘population’ as the US!</li></ul>http://img41.yfrog.com/i/facebookwqi.jpg/<br />
    28. 28. <ul><li>All of which means that earlier this month it passed Yahoo! to take second place in the global ranking of sites by Alexa
    29. 29. (Twitter is currently 13th! :-) </li></ul>http://www.alexa.com/topsites<br />
    30. 30. <ul><li>However, on a country-by-country basis things can look very different
    31. 31. Facebook is only 10th in Holland - where Hyves is where it’s at for social networking
    32. 32. (Twitter is only 16th;-[) </li></ul>http://www.alexa.com/topsites<br />
    33. 33. <ul><li>You can check the profile of Facebook users in your own country at checkfacebook.com</li></ul>http://www.checkfacebook.com/<br />
    34. 34. <ul><li>The rise of free Social Network sites like Facebook, YouTube, etc - plus easy to use online giving sites - means that online fundraising platforms are increasingly a freely available commodity
    35. 35. The ‘new breed’ of online donors simply choose the sites and tools that work for them - and then get on with their fundraising
    36. 36. This leaves charities with a feeling of losing control , but there’s no getting around it - it’s just how the new breed want to do it!</li></ul>Commodity<br />The second ‘C’ = Commodity<br />
    37. 37. <ul><li>Great fundraisers are great storytellers - bringing the cause and the opportunity to make a difference to life, through all sorts of media
    38. 38. This is still a very important role for us going forward - providing ‘portable content’ that supporters can use on their own sites
    39. 39. But the ‘new breed’ are also telling their own stories - about our work and the efforts they are making to support it
    40. 40. They may not always say what we expect - or even want - them to say. But, it is them that their community is more likely to listen to - not us!
    41. 41. Again , we may feel we are losing control - but we need to learn how to handle this concern</li></ul>The third ‘C’ = Content<br />Content<br />
    42. 42. <ul><li>There are times when we can help these supporters tell better stories - particularly when it comes to explaining specialist aspects of our work
    43. 43. Cancer Research UK creates ‘portable content’ that fundraisers can embed in their profiles, blogs, etc. to help explain the work they’re helping fund
    44. 44. This also helps provide a degree of brand and messaging control out in the Web 2.0 ‘cloud’ </li></ul>The third ‘C’ = Content<br />Content<br />http://myprojects.cancerresearchuk.org/projects/pancreatic-cancer<br />
    45. 45. <ul><li>This is why we do what we do - to make a real difference in the world around us
    46. 46. The relationship between our organisations and our donors is a partnership - we can’t do it without them, they can’t do it without us
    47. 47. While they can get-on doing their own fundraising - they rely on us to use the money their hard work and passion raises to best effect
    48. 48. So, look for ways to better serve them through the way we communicate the cause impact our partnership has
    49. 49. improving the way we ‘package’ opportunities to make an impact
    50. 50. better measurement and reporting-back on the impact of their efforts </li></ul>The fourth ‘C’ = Cause Impact<br />Cause Impact<br />
    51. 51. Our new role…<br />Content<br />Community<br />Commodity<br />Cause Impact<br />Within the 4-Cs of social network fundraising<br />
    52. 52. Getting to know the new breed<br />
    53. 53. Getting to know the new breed<br />Insight from Cancer Research UK supporter research undertaken early 2009 as part of supporter segmentation project<br />Survey distributed by mail and email to large sample of supporters, chosen to be representative of all key supporter types <br />Total response comprised over 30,000 completed surveys <br />Survey included questions on both ‘tradigital’ and social media use<br />
    54. 54. Getting to know the new breed<br />Online activities<br />
    55. 55. <ul><li>Email usage only really starts to tail-off at 65+ - and almost one third of 75+ use it </li></li></ul><li><ul><li>Online shopping peaks across the 18 to 54 age bands
    56. 56. Less than 1 in 5 75+ supporters shop online </li></li></ul><li><ul><li>Online banking peaks in the 25-34 age group - with fairly rapid decline beyond that</li></li></ul><li><ul><li>Overall 40% of our supporters have donated to a charity online
    57. 57. Again, 25-34 sees the peak - at approaching 60% </li></li></ul><li><ul><li>Data for ‘Sponsored a Friend Online’ similar to overall online donation
    58. 58. However the youngest age groups seem significantly less likely to sponsor a friend than just donate online - as does the oldest age group</li></li></ul><li><ul><li>Online event sign-up relatively equal across <18 through 44
    59. 59. Understandably lowest in the 75+ age band </li></li></ul><li><ul><li>Supporters using social networks reflect the overall UK norm - over 50% under 35 then decline
    60. 60. But largest growth now being seen in 35 to 54 groups</li></li></ul><li><ul><li>Overall just 5% of our supporters said they had used social networks to interact with a charity - compared to over 25% overall who have joined a social network </li></li></ul><li>Getting to know the new breed<br />Advocacy<br />
    61. 61. <ul><li>Overall around one third of our supporters say they actively encourage others to support - which is brilliant! </li></li></ul><li><ul><li>Quite a lot more are happy to talk about their own support for us, but don’t actively encourage others to do the same </li></li></ul><li><ul><li>And a significant number would consider talking about their support for us
    62. 62. Interestingly, consideration tails-off in the older age groups</li></li></ul><li><ul><li>A trend confirmed here - with older donors more likely to display a belief that their giving is private </li></li></ul><li><ul><li>An even stronger age-related trend to the belief that giving is a private thing shown here </li></li></ul><li>Getting to know the new breed<br /><ul><li>Details of Just Giving research
    63. 63. People were prompted to take survey after making a donation online through a fundraising page
    64. 64. Donation could have been made to any size charity in any category
    65. 65. Survey carried out from early August to end September 2009
    66. 66. 2820 people took the survey</li></li></ul><li>Is this your first online donation?<br />
    67. 67. Which gender is giving more?<br />
    68. 68. What’s the spread of ages by gender?<br />
    69. 69. How much do people donate online?<br />
    70. 70. Donation share vs revenue share<br />
    71. 71. Percentage (in revenue) that comes from donors over 45 who donate more than £50<br />25%<br />33%<br />11%<br />Percentage (in revenue) that comes from donors over 55<br />Percentage (in revenue) that comes from donors over 65<br />Key stats<br />
    72. 72. Donation spread by age and gender<br />
    73. 73. Donation spread by age and gender<br />
    74. 74. accessible<br />email<br />advertise<br />targeted<br />integrate online/offline<br />user-friendly<br />How do you help these people?<br />
    75. 75. What was the source of the donation ask?<br />
    76. 76. Let’s look at the overall trends...<br />http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html<br />
    77. 77. Let’s look at the overall trends...<br />
    78. 78. http://icanhaz.com/emailstats<br />Is email use increasing or decreasing?<br />
    79. 79. Do the tools used vary depending on age?<br />
    80. 80. Percentage of Facebook visits from Facebook home page<br />60%<br />2%<br />Percentage of Facebook visits from Facebook inbox<br />Facebook – where the new breed lives<br />
    81. 81. Who is using Facebook Connect?<br />
    82. 82. Facebook Connect<br />
    83. 83. Who is using Facebook Connect?<br />
    84. 84. http://twitter.com/serafinowicz/status/1321093848<br />Community fundraising through Twitter<br />
    85. 85. 14% of referrals on 13th March to JustGiving were from Twitter<br />www.justgiving.com/peterserafinowicz<br />Community fundraising through Twitter<br />
    86. 86. 1,106 donations<br />£4.86 average<br />Current total: £5,396.07<br />Fundraising through Twitter – micro donations<br />
    87. 87. The new breed of social media fundraisers is growing in importance<br />Newsfeeds are the single most valuable real estate on Facebook for charities<br />Different segments require different channels, as well as different messages<br />Test online donation prompts by age and gender (as well as RFV)<br />Ignore your older online donors at your peril<br />Email is still the king of comms for many people online <br />So what does this all mean?<br />
    88. 88. The moral of this story?<br />Donors are doing it for themselves!<br />
    89. 89. www.365challenge.co.uk & @365er<br />The 365 Challenge<br />
    90. 90. “In 2007, I was diagnosed with a soft tissue sarcoma and underwent surgery, followed by radiotherapy. Then in 2008, my sister, Brenda Carr, died after a long battle with breast cancer. Following on from this, I knew that I wanted to raise money to support Cancer Research UK, because I felt that they were supporting important work in the fight to overcome cancer.”<br />This is Colin’s story<br />
    91. 91. Colin’s strategy<br />
    92. 92. “With a group, I found that I could engage with a target audience who had expressed an interest in what I was doing – what any advertiser dreams of, really!”<br />Colin’s strategy<br />
    93. 93. The ripple effect…<br />
    94. 94. What would’ve helped Colin<br />more guidance on how FB can be exploited<br />an explanation of what Twitter is all about<br />guidance on how following someone can give you access to their followers too <br />tips on keeping your message out there – how regular blog updates can be tweeted about so others get to know that you’ve written something new,<br />changing your Facebook status regularly and using these status updates and tweets to draw people in, teasing them into reading more …<br />
    95. 95. “As I posted Tweets about hitting milestones or new blogs, these connections were Re-Tweeting them, and my message spread further and further.”<br />“These enthusiastic strangers... I now count as supporters and friends”<br />The new breed<br />
    96. 96. Contact us<br />Bryan Miller<br />bryan-miller@hotmail.com<br /> @millbry<br />http://givinginadigitalworld.org<br />slideshare.net/bryanmiller<br />Jonathan Waddingham<br />jonathan@justgiving.com<br /> @jon_bedford<br />http://charities.justgiving.com<br />slideshare.net/jwaddingham<br />http://icanhaz.com/PFJW<br />