Mature donors giving on average 27 per cent more each year than Generation X and 38 per cent more than Baby Boomers.Mature donors are also more loyal to those causes they support, with almost 30 per cent having donated to their causes for between 10 and 15 years and 16 per cent for more than 20 years.This is a significant gap. Not enough is being done to address a potential long term “donation deficit”.
Absolutely not – there’s strong desire to increase participation and giving among the younger generations.
The question becomes – how to engage and how to cultivate.
Within the top three organisation types – there’s a clear personal connection at play. And this corresponds with the type of donors making up the majority of givers in the UK. For organisations who fall outside of these top 3 categories – how can we make a personal connection to our mission that resonates with donors of tomorrow? Up next Pop Quiz!
Some of these will be quite obvious – but others may have surprised you! What does this indicate in terms of changing attitudes and behaviours as we age?
Some of these will be quite obvious – but others may have surprised you! What does this indicate in terms of changing our attitudes and behaviours about our typical supporter? What assumptions did you have?
UK Giving is profoundly multi-channel! Operating in multiple channels and providing many options to give is the key to reaching donors of all ages.Interestingly - the definition of “giving” may need to be reconsidered for us internally as organisations. Our donors do not distinguish a difference between a donation at a shop counter and a direct donation to us via our website or direct mail appeal!Is there an opportunity here?
Not a significant revenue driver, these raise awareness of your organisation’s brand and cause. And the fact so many donors in this survey reported - giving through this method - proves this isn’t a small and forgettable experience.A significant portion of UK donors (26% overall) across all ages donate goods to charity as a 1st interaction with your organisation. How can we capitalise on this engagement and record that interaction to build on? I know a lot of organisations try to collect Gift Aid declarations associated with donated goods. But often times, people are in a rush and not able or interested in filling out a piece of paper. Introducing QR codes! Let the donor take your message with them on their smartphone! The powerful element of QR codes is that you can embed virtually anything in them! It could be a simple link to your website – or it could be a record thank you for donating goods by your charity ambassador. Lots of options to make an impact and help the donor feel engaged!
Another interesting component…
More than 1/3 of donors make contributions through monthly direct debit Compared to ¼ in Canada and less than 1/5 in the US!Nearly half of Matures give via a monthly direct debit Compared to just ¼ of Gen YIn addition to a large percentage of Matures giving by monthly direct debit, they start supporting an organisation by monthly giving 25% of the time. Huge potential to tap into larger gift and legacy potential here.
And I would be remise to ignore online giving! And so would you!
Think only young donors are on your website? Think again!While it’s true that 60% of Gen Y look at your website before making a donation - Donors of all ages give donations onlineA Mature donor is almost as likely to give an online gift as Gen Y donorThis raises many considerations for you - How user-friendly is your website? Can donors quickly find out more about you and your mission? Can they find the donation form easily? What efforts have you taken in your design and brand to ensure security for the cautious online donor? Be sure to keep all demographics in mind when designing your website – and especially consider accessibility options like font resizing
And last but not least…
UK donors are ahead of North American donors in the adoption of mobile giving(11% of UK donors vs 8% of US donors and 3% of Canadian donors reported giving in this way in the last 12 months)Harnessing this low barriermobile giving into longer term, more profitable forms of giving (such as regular monthly giving) is the next challenge for UK fundraisers.Also, the definition of mobile giving is still evolving…
So how do donors find out about you anyway? The report revealed that every age group felt the most effective way to first learn about a cause was via peer-to-peer communication, whether in-person, email or via social media postings. This demonstrates the importance of giving donors easy ways to share a charity's brand and message.Mainstream media (radio, television, and newspapers) play an important role in your communication strategy, as does mail. So the outstanding questions become…Do you have an integrated plan between communications, marketing, PR, and fundraising? How easy is it for your advocates to share your mission/message?
Nearly ½ of UK donors reported their first interaction was a donation. The other ½ report other ways, including donating goods, like clothing and food, or visiting the website. Boomers and Matures – more likely to make a monetary contributionAnd if you think Gen Y is leading the way in P2P events/Challenges – think again!Gen X and Mature donors appear even more likely than Gen Y to support a friend or family member who is fundraising on behalf of an organisation or cause – this is a great reason to have staff members give advice to supporters who are taking part in runs and events and fundraising for your organisation. With help and encouragement your fundraisers can raise significantly more!
The report asked donors about ways in which to stay in touch. Donors most frequently reported visiting a charity's website as an important way to stay in touch. Older age groups are more likely to value mail communication — yet Generations Y and X follow fairly closely, confirming mail is still an important channel across generations.As one might expect, the youngest age groups are more likely to value email updates, although neither Boomers nor Matures lag far behind. And it’s no surprise that Gen Y lead the way with social media and text messaging!
Although Gen Y (unsurprisingly) continue to lead the way for social networking– the Boomers and Matures have a significant presence that should not be ignored. 2/3rds of Boomers & Matures are on FB!While giving hasn’t taken off via social networking site (at least not yet! It’s hovering around 5%) – do not underestimate the power of social networks for awareness and engagement with all generations. Gen X and Boomers are adapting to technology more rapidly than anticipated. Research supports targeting Gen X and Boomer donors with interactive elements like video, petitions and podcasts. All tools that they report they’d be willing to try and offer a great opportunity for your organisation to build up engagement. And speaking of engagement – the Gen Y, who aren’t yet giving in a large capacity – are social advocates in the making. 27% follow a cause and 25% share content online with their friends. Engaging these young digital stars can help your organisation raise your profile – and encourage a culture of philanthropy among younger donors. But Gen Y isn’t where your immediate focus should be…
2011 UK censusThe #s and gap of giving is just too large for Gen Y – their capacity to give has not realised yet. This group needs time to mature and establish themselves before they can become a significant revenue source. But the desire is there – it just needs cultivating for a long-term strategy.Short/Mid Term – your focus must be on the Gen X and Boomers. Boomers and Gen X each have more donors than MaturesEither group would surpass Matures with:An additional 3% of giving from either age groupOr if existing Boomers or Gen X donors increased their avg gift by £12 annually,
You’ll want to build a plan that addresses how different generations of donors are motivated and how they engage…Offering a variety of ways to giveEnsuring various communications are consistent with one another Giving opportunities for engagement that are not financialPersonalizing the giving experience as much as possibleRecognize that certain channels (and demographics) are key for fundraising, while others are about engagement. Don’t make assumptions or decisions based on hunches! Remember myths: if you think Gen Y doesn’t read mail – you’re wrong. If you think Matures won’t give online – you’re wrong again. Every generation uses every channel, they just do so in different ways. Adopting an integrated and multi-channel approach will play a major role in bridging this generation gap, targeting the right people, at the right time via the most appropriate channel.
Build on what you’ve got in place today.Incorporate emerging tools like social sharing, mobile browsing and text into your development and communication plans – providing several channel options for engagement and giving for every age group. Coordinate message & Channel: Your message isn’t received in isolation, it shouldn’t be designed that way either!
2013 Next Generation of UK Giving Report Summary
ABOUT THE STUDY
• Conducted from November 2 – 5, 2012
• Data is based on 1,498 qualified interviews
• To qualify, respondents had to have donated money to a not-for-profit
or charity in the past 12 months
CONFIRMING WHAT WE KNOW
• Matures (b. 1945 or earlier) out-perform all other donor
- Donate 27% more than Gen X
- Donate 38% more than Baby Boomers
• Matures are most loyal of all the generations to their
- 30% donated to their causes between
10 -15 years
- 16% for 20+ years
ARE YOUNGER GENERATIONS WORTHLESS? NO!
Asked Desire to increase ££ and time commitment
ARE YOUNGER GENERATIONS WORTHLESS? NO!
Asked Thinking about what they will leave
behind to the charities they care about
WHAT CAUSES ARE DONORS GIVING TO…
Charity / Shop Counter
SOCIAL PLAYS A BIG PART ACROSS ALL GENERATIONS
13.5% of UK
22.4% of UK
63+ Million Total
22.7% of UK
14% of UK
HOW TO MAKE IT HAPPEN – BE DONOR CENTRIC
WHAT TO DO TODAY
• Review your website for content
- Check your website for mobile
• New contact data – ask for it!
- Email addresses
- Post codes
- Mobile phone numbers
• Concentrate on your digital
- Make content interesting and
• Find your digital advocates
- Figure out how to engage them
• Coordinate message & channel
THANK YOU FOR ATTENDING!
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