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New Generations of Donor Engagement | Jill Robinson

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Presented Friday, May 8, 2015, at 11:30 a.m.

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New Generations of Donor Engagement | Jill Robinson

  1. 1. WHAT DOES THE DATA SAY? New Generations of Donor Engagement Hosted by Jill Robinson, President & CEO Copyright © 2015 TRG Arts  All Rights Reserved 
  2. 2. survey transactional what they say they want or did what they did About Audience Data…
  3. 3. $- $50,000,000 $100,000,000 $150,000,000 $200,000,000 $250,000,000 $300,000,000 $350,000,000 $400,000,000 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Greatest Generation Silent Generation Baby Boomer Generation X Generation Y Households Donation Amount $3,146 $1,530 $1,239 $545 $330 Average Donation Spend Arts & Cultural Philanthropy
  4. 4. Older generations… Household declines but $$ steady, growing 0% 1% 2% 3% 4% 5% 6% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation Household % Donation Amount % 0% 10% 20% 30% 40% 50% 60% 2007 2008 2009 2010 2011 2012 2013 2014 Silent Generation Household % Donation Amount %
  5. 5. Good news… Baby Boomers steady overall 0% 10% 20% 30% 40% 50% 60% 2007 2008 2009 2010 2011 2012 2013 2014 Baby Boomers Household % Donation Amount %
  6. 6. So interesting… More younger donors! 0% 2% 4% 6% 8% 10% 12% 14% 16% 2007 2008 2009 2010 2011 2012 2013 2014 Generation X Household % Donation Amount % 0% 1% 1% 2% 2% 3% 2007 2008 2009 2010 2011 2012 2013 2014 Generation Y Household % Donation Amount %
  7. 7. What could this mean? Life stage
  8. 8. Photo by Stijn Bokhove (CC BY-NC 2.0)
  9. 9. Photo by Bill & Vicki T (CC BY 2.0)
  10. 10. Hyde Park Jazz Festival. Photo by Marc Monaghan (CC BY-NC-ND 2.0)
  11. 11. Photo courtesy of Seattle Repertory Theatre
  12. 12. What does this mean? Loyalty takes time
  13. 13. EXPENSES ROI
  14. 14. Donors and consummate loyalists The magic of “and” From 1st time to second or last time to NOW
  15. 15. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Generation Y Gen X Tryers Buyers Advocates Baby Boomers Greatest/Silent
  16. 16. Where does it begin? Ticket buyers
  17. 17. Single Ticket Buyers are… 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total
  18. 18. Single Ticket Buyers are… 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 2007 2008 2009 2010 2011 2012 2013 2014 Silent Generation, % of Total
  19. 19. Single Ticket Buyers are… 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 2007 2008 2009 2010 2011 2012 2013 2014 Silent Generation, % of Total 47% 48% 49% 50% 51% 52% 53% 54% 2007 2008 2009 2010 2011 2012 2013 2014 Baby Boomer, % of Total
  20. 20. Single Ticket Buyers are… 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 2007 2008 2009 2010 2011 2012 2013 2014 Silent Generation, % of Total 47% 48% 49% 50% 51% 52% 53% 54% 2007 2008 2009 2010 2011 2012 2013 2014 Baby Boomer, % of Total 0% 5% 10% 15% 20% 25% 30% 35% 40% 2007 2008 2009 2010 2011 2012 2013 2014 Generation X, % of Total
  21. 21. Single Ticket Buyers are… 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 2007 2008 2009 2010 2011 2012 2013 2014 Silent Generation, % of Total 47% 48% 49% 50% 51% 52% 53% 54% 2007 2008 2009 2010 2011 2012 2013 2014 Baby Boomer, % of Total 0% 5% 10% 15% 20% 25% 30% 35% 40% 2007 2008 2009 2010 2011 2012 2013 2014 Generation X, % of Total 0% 1% 2% 3% 4% 5% 6% 7% 2007 2008 2009 2010 2011 2012 2013 2014 Generation Y, % of Total
  22. 22. Subscribers are… 0% 1% 1% 2% 2% 3% 3% 4% 4% 5% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total
  23. 23. Subscribers are… 0% 1% 1% 2% 2% 3% 3% 4% 4% 5% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total 24% 25% 26% 27% 28% 29% 30% 2007 2008 2009 2010 2011 2012 2013 2014 Silent Generation, % of Total
  24. 24. Subscribers are… 0% 1% 1% 2% 2% 3% 3% 4% 4% 5% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total 24% 25% 26% 27% 28% 29% 30% 2007 2008 2009 2010 2011 2012 2013 2014 Silent Generation, % of Total 49.40% 49.60% 49.80% 50.00% 50.20% 50.40% 50.60% 50.80% 51.00% 51.20% 51.40% 2007 2008 2009 2010 2011 2012 2013 2014 Baby Boomer, % of Total
  25. 25. Subscribers are… 0% 1% 1% 2% 2% 3% 3% 4% 4% 5% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total 24% 25% 26% 27% 28% 29% 30% 2007 2008 2009 2010 2011 2012 2013 2014 Silent Generation, % of Total 49.40% 49.60% 49.80% 50.00% 50.20% 50.40% 50.60% 50.80% 51.00% 51.20% 51.40% 2007 2008 2009 2010 2011 2012 2013 2014 Baby Boomer, % of Total 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 2007 2008 2009 2010 2011 2012 2013 2014 Generation X, % of Total
  26. 26. Subscribers are… 0% 1% 1% 2% 2% 3% 3% 4% 4% 5% 2007 2008 2009 2010 2011 2012 2013 2014 Greatest Generation, % of Total 24% 25% 26% 27% 28% 29% 30% 2007 2008 2009 2010 2011 2012 2013 2014 Silent Generation, % of Total 49.40% 49.60% 49.80% 50.00% 50.20% 50.40% 50.60% 50.80% 51.00% 51.20% 51.40% 2007 2008 2009 2010 2011 2012 2013 2014 Baby Boomer, % of Total 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 2007 2008 2009 2010 2011 2012 2013 2014 Generation X, % of Total 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 2007 2008 2009 2010 2011 2012 2013 2014 Generation Y, % of Total
  27. 27. Loyalty takes time.
  28. 28. WHAT DOES THE DATA SAY? New Generations of Donor Engagement Hosted by Jill Robinson, President & CEO Copyright © 2015 TRG Arts  All Rights Reserved 

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