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Australian Communities Forum ACF16 2016

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The Australian Communities Forum was held on Thursday 13th October 2016. This forum is the nation’s one day event focused on delivering the social trends transforming Australian communities and how organisations can best engage in these changing times.

Held since 2012, this annual event provides compelling case studies, the latest research, practical workshops and importantly, great networking over morning tea, lunch and afternoon tea.

Held at the iconic Customs House at Circular Quay, Sydney, and commencing with a launch of the 2016 Australian Communities Report, this event equipped leaders in community engagement with the latest insights into 21st Century Australian Communities.

The results of our annual longitudinal study, which analyses the effectiveness, engagement and awareness of the Not for Profit sector, were presented at the Australian Communities Forum, Sydney on October 13.

The Australian Community Trends Report delivers a clear analysis of the social context in which the Not for Profit sector is operating, and shows that Australians are a generous bunch, with four in five Australian givers (80%) giving financially to charitable organisations.

MOTIVATION FOR GIVING
When it comes to motivation to give money to or volunteer with a charitable organisation, children and health are the top causes. Australian charitable givers are most likely to be highly motivated to give money to or volunteer for children’s charities (47%) followed by medical and cancer research organisations (46%) and animal welfare and wildlife support groups (44%). Compared to our 2015 research findings, children’s charities have overtaken health and disaster relief as the highest giving priorities in 2016.

THE KEY DECISION DRIVERS
The key decision drivers for Australian charitable givers are knowledge and trust of the organisation, which is the most significant influence on Australian givers getting involved with a charitable organisation. Almost seven in 10 Australian givers (68%) indicated that this is extremely or very significant as a motivation for getting involved. Australians are also highly motivated by organisations that make the world a better place for the less fortunate (54%) and also by their own knowledge of a need (52%).

THE MOST IMPORTANT COMMUNICATION CHANNELS
The most important communication channels in helping Australian charitable givers to engage with causes, Not for Profit organisations and charitable organisations is through word of mouth by way of friends or family members. This was listed as the most influential channel through which Australian givers hear about and engage with charitable organisations, with 39% of Australian givers considering this to be extremely or very important. This validates the ingrained Aussie “scepticism” and our need to hear information from someone we trust in order to fully trust the information we are receiving.

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Australian Communities Forum ACF16 2016

  1. 1. WELCOME T O T H E A U S T R A L I A N C O M M U N I T I E S F O R U M 2 0 1 6 # A C F 1 6
  2. 2. UNDERSTANDING AUSTRALIAN COMMUNITIES M A R K M C C R I N D L E
  3. 3. “I alone cannot change the world, but I can cast a stone across the waters to create many ripples” Mother Teresa
  4. 4. HOUSEHOLD INCOME BY QUINTILE
  5. 5. HOUSEHOLD WEALTH BY QUINTILE
  6. 6. HOUSEHOLD WEALTH BY QUINTILE
  7. 7. GIV ING AND COMMUNITY EN GAGEMEN T IN AUSTRALIA
  8. 8. METHODOLOGY • National surveyof 1,510Australians • Charity supporter surveyof 2,688supporters • Not-for-profitstaff surveyof 875staff
  9. 9. GIVING IN AUSTRALIA
  10. 10. GIVING SENTIMENT MATRIX
  11. 11. TOP MOTIVATIONS FOR GETTING INVOLVED WITH CHARITIES
  12. 12. THE LONG-TERM ENGAGEMENT CHALLENGE Australiansaretwiceaslikelyto…
  13. 13. TOP 7 CAUSES % of Australianshighlymotivatedbythis cause Q. Which ofthe following areas of need would you be highly motivatedtogivemoney to,ortovolunteerfor an organisationassociated with thisarea?
  14. 14. THE 5 CHARITY ESSENTIALS % whosaythis isextremely/veryimportant Q. How important is it to youthat a charitable organisation provides youwith the following information?
  15. 15. CHANGES & CHALLENGES IN THE EXTERNAL ENVIRONMENT % who say this is extremely / very important
  16. 16. COMMUNICATION CHANNELS % whosaythis isextremely/veryimportant Q. How important are the following communication channels in helping you engagewith causes,not-for-profit organisations, and charitable organisations?
  17. 17. ADVERTISING Q. What do youthinkwill be thebiggest advertising and fundraising channelsfor communityand charitable organisations ina decade (2026)?
  18. 18. CHARITIES ARE INCREASINGLY GETTING IT RIGHT Waterlevel= %too much -%too little Q. Thinkingabout the main charitable organisation that youhavesupported or do financiallysupport, please ratethe following on whetherit is too little, too muchor just right.
  19. 19. NET PROMOTER SCORE Q. On a scale of 0to 10,how likelywould yoube to recommend yourorganisation to friendsand acquaintances looking for a charityto support?
  20. 20. CONTENT ON WEBSITE 56% 31% 15% 13% 9% 9% 32% 36% 25% 23% 21% 18% 7% 19% 27% 28% 29% 29% 2% 8% 17% 19% 22% 24% 3% 7% 16% 17% 18% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Impact and effectiveness of programs Percentage of finances allocated to administration and fundraising versus programs Most recent annual report Most recent financial statements Details of key executives, details of the management and executive team Details of board members and governance Q. How important is it that the following information is available on your organisation's website? Extremely important Very important Somewhat important Slightly important Not at all important
  21. 21. NET CULTURE SCORE Q. On a scale from 0-10,how likely is it that youwould recommendyourorganisation as a place to workto a friend or contact?
  22. 22. QUALITATIVE INSIGHTS
  23. 23. FOCUS GROUPS • 6 xFocusGroupsin Sydneyand Melbourne • Participants had given to a charitable organisation in the past 6 months Aged19-26 years Aged27-40 years Aged41-60 years
  24. 24. EXPERT INTERVIEWS • 14 x15-20min phoneinterviews • Expertswereinvolved inthe Notfor ProfitSector • ExpertRolesincluded Chief ExecutiveOfficer’s GeneralManager of SectorEngagement ExecutiveManager of Marketing and Fundraising ExpertInsights
  25. 25. BLOCKERS & ENABLERS TO CHARITABLE GIVING
  26. 26. BLOCKERS & ENABLERS Oversaturationof charities Doubtinghowmuchgetsthrough Alreadygive topeoplein need Roleof governmentfunding Personalconnection Showimpactofindividualgift Storiesof change/impact Frontlineparticipation Donationrequestsintrusive Rising costs,variableincome Set amounts/ongoingcontracts Complexgiving process Tech-enabledcommunications Valuesalignment ‘One-click’giving Micro-giving,smallsteps
  27. 27. DOUBTING HOW MUCH GETS THROUGH Need for charitiestocommunicate the amountandimpact ofdonations. Ithinkalotofthemboildowntohowmuchofmymoneyisbeingusedtodogood stuff?
  28. 28. SET AMOUNTS/ONGOING CONTRACTS Needto createflexible optionsfor peopleto engagewith and donateto organisations. Iwasreadytogivehimmoney.Andhewouldonlytakeamonthlydonation.Iwould havegivenhim$100butitwastheinflexibility.
  29. 29. ‘ONE-CLICK’ GIVING Needto developsimple, efficient ways forpeopleto donatetoorganisations. It’seasy.IftheyhavelinksthroughPayPalIammorelikely todonate.Somakingit easywithtwoclicks…
  30. 30. FRONTLINE PARTICIPATION Needfor organisationsto findopportunitiesfor Australianstopractically engage and partnerwith their organisation. Youngpeoplewanttoraisefundsinawaythatisnotapassiveone-way transactiontheywanttogetinvolvedtheywanttodosomething;theywantittobe basedaroundanactivitythatexcitesthem.
  31. 31. NEXT STEPS FOR CHARITIES
  32. 32. Developlevels of engagementthat allow peopleto engagewithcharitableorganisationsin anappropriate way to their age and stageof life. MULTI-TIERED LEVELS OF ENGAGEMENT Raiseawarenessaboutthecharityinsteadoffocussingonlyonmonetarysupports, offeroptionstohelpsupporttheorganisationinotherways…
  33. 33. COMMUNITY BUILDING Developways for donorsto feela senseofcommunityaroundtheir engagementwith a charitable organisation. Lookatthingslikethefunrunorcolourrun,peoplearegettinginvolvedforthe communityfactor.
  34. 34. EFFECTIVE COMMUNICATION OF RESULTS Needfor charities to communicatetheimpact of donations. Perhapsiftheycouldtellyouhowtheyspendthemoney–seeyougotabitof bangforyourbuck,cangiveyouagoodfeeling,mightmakeyougivetothecharity onaregularbasis.
  35. 35. FUN & ENGAGING EXPERIENCES Developa funandmeaningful donationexperience Havingeventssoyoucanlinkitwithanexperience.Ithinkthatisimportant.Itend togivemoreifIcanlinkitwithanexperience.
  36. 36. INSIGHTS AND APPLICATIONS
  37. 37. QUOTE “We make a living by what we get, but we make a life by what we give” -Norman MacEwan
  38. 38. INTRODUCTION • To remain relevant, be aware of changes in the marketplace. • In the midst of this change, trust and relevance is essential.
  39. 39. IN AUSTRALIA TODAY We are living in times of increased polarisation in Australia. Societal gaps are emerging.
  40. 40. IN AUSTRALIA TODAY Support is more readily directed to organisations that: • Cater to my self interest • Reflect my world view • Express interest in me as a supporter
  41. 41. THE SECTOR AT WORK Every day, we need to be reminded that this sector has 2 key customers: • Beneficiaries (clients / partners) • Supporters (donors / funders)
  42. 42. KEY ISSUES What are 5 key issues that emerge from the survey for organisations?
  43. 43. KEY ISSUES 1. Align governance, strategy and resources 2. Define position in market 3. Communicate your compelling proposition 4. Engage with community 5. Lead your community
  44. 44. THANK YOU! W W W. M C C R I N D L E . C O M . A U W W W. A U S T R A L I A N C O M M U N I T I E S . C O M . A U

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