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2013 Next Generation of UK Giving Report Summary

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The Next Generation of UK Giving Report 2013 is a collaborative effort by Blackbaud, HJC, Xtraordinary Fundraising and Stratcom.

A comprehensive look at donor preferences and motivations across 4 generations.

Published in: Education
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2013 Next Generation of UK Giving Report Summary

  1. 1. Stratcom Xtraordinary Fundraising & 10/24/2013
  2. 2. 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 10/24/2013
  3. 3. CONFIRMING WHAT WE KNOW • Matures (b. 1945 or earlier) out-perform all other donor segments - Donate 27% more than Gen X - Donate 38% more than Baby Boomers • Matures are most loyal of all the generations to their chosen charities - 30% donated to their causes between 10 -15 years - 16% for 20+ years 10/24/2013
  4. 4. ARE YOUNGER GENERATIONS WORTHLESS? NO! Asked  Desire to increase ££ and time commitment 10/24/2013
  5. 5. ARE YOUNGER GENERATIONS WORTHLESS? NO! Asked  Thinking about what they will leave behind to the charities they care about 10/24/2013
  6. 6. WHAT CAUSES ARE DONORS GIVING TO… Personal Connections 10/24/2013
  7. 7. GENERATIONAL PREFERENCES… Health Children Human Rights Environmental 10/24/2013
  8. 8. GENERATIONAL PREFERENCES… Social Media Regular Giving Web Giving Charity / Shop Counter 10/24/2013
  9. 9. HOW DO PEOPLE GIVE? 10/24/2013
  10. 10. IS THIS AN OPPORTUNITY? Scan my QR code with your smartphone to learn more about us! 10/24/2013
  11. 11. HOW DO PEOPLE GIVE? 10/24/2013
  12. 12. HURRAH FOR REGULAR GIVING! 10/24/2013
  13. 13. HOW DO PEOPLE GIVE? 10/24/2013
  14. 14. ARE WE MAKING THE MOST OF ONLINE? 10/24/2013
  15. 15. HOW DO PEOPLE GIVE? 10/24/2013
  16. 16. THE RISE OF MOBILE… 10/24/2013
  17. 17. SHOULD YOU BOTHER? Would you be willing to use a smartphone to make a donation through a browser? Gen Y Gen X Boomer Mature 10/24/2013 36.4% 25.3% 6.1% 2.9%
  18. 18. HOW DONORS FIRST LEARN ABOUT YOUR CAUSE 10/24/2013
  19. 19. HOW DONORS FIRST ENGAGE WITH YOUR CAUSE 10/24/2013
  20. 20. HOW DONORS LIKE TO STAY ENGAGED 10/24/2013
  21. 21. SOCIAL PLAYS A BIG PART ACROSS ALL GENERATIONS 10/24/2013
  22. 22. Aged 22-32, represents 13.5% of UK population Aged 49-67, represents 22.4% of UK population 63+ Million Total UK Population Aged 33-48, represents 22.7% of UK population Aged 68+, represents 14% of UK population
  23. 23. HOW TO MAKE IT HAPPEN – BE DONOR CENTRIC 10/24/2013
  24. 24. WHAT TO DO TODAY • Review your website for content and ease-of-use - Check your website for mobile browsing • New contact data – ask for it! - Email addresses - Post codes - Mobile phone numbers • Concentrate on your digital presence - Make content interesting and sharable • Find your digital advocates - Figure out how to engage them • Coordinate message & channel 10/24/2013
  25. 25. THANK YOU FOR ATTENDING! To download your copy of the report, visit: http://www.blackbaud.co.uk/nextgenukreport If you have any questions, please email: solutions@blackbaud.co.uk 10/24/2013

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