This document summarizes findings from the DonorGraphicsTM Media Usage Study on leveraging communication trends to optimize fundraising. Key findings include increasing penetration of tablets, smartphones, and social media among donors and prospects compared to the general population. The study also found most U.S. adults receive opt-in emails but usage varies by age, and most use Facebook, Twitter or YouTube but also varies by age and gender. Implications discussed are the ongoing digital divide across demographics requiring a tailored media mix, and the need for seamless integration across channels as mobility and content converge on smartphones and tablets.

1. DonorGraphicsTM
Media
Usage
Study
Leveraging
communica:on
trends
to
op:mize
fundraising
May
1,
2012
This
presenta:on
must
be
viewed
in
slide
show
mode
(F5)

2. Topics
1. The
Digital
Landscape
2. Donor
Channel
Preferences:
Communica:on
&
Giving
2

3. Relevancy
to
fundraising
} Ac:onable
insights
along
the
way
3

4. Interac:ve
Polls
Find
out
how
your
digital
media
use
compares
to
the
general
popula:on
4

5. Digging
deeper
"Say
you
were
standing
with
one
foot
in
the
oven
and
one
foot
in
an
ice
bucket.
According
to
the
percentage
people,
you
should
be
perfectly
comfortable.“
-­‐-­‐
Bobby
Bragan,
Milwaukee
baseball
manager,
1963
5

6. DonorGraphicsTM
is
a
na:onally
representa:ve
study
measuring
digital
behaviors
among
U.S.
adults,
as
well
as
an
aatudes
and
usage
study
for
donor
and
prospects
to
charitable
organiza:ons.
Methodology:
The
study
was
fielded
in
February
2012
using
Harris
Interac:ve’s
online
research
panel,
which
consists
of
millions
of
par:cipants.
The
study
was
conducted
among
3,509
U.S.
online
adults,
age
18+,
of
which
2,432
were
iden:fied
as
12-­‐month
ac0ve
donors
(any
channel)
or
digital
prospects
(opted
in,
like,
or
follow)
of
nonprofit
organiza:ons.
} The
maximum
margin
of
error
for
the
study
is
+/-­‐
1.7
&
2.0
percentage
points
respec:vely
for
each
popula:on.
6

7. THE
DIGITAL
LANDSCAPE
7

8. The
Digital
Landscape’s
Fundraising
Relevance
e
tablet
PC
penetra0on:
email
subscrip0ons:
Donors:
+65%
Donors:
+81%
Digital
prospects:
+17%
Digital
prospects:
+77%
smartphone
penetra0on:
social
media
Use:
Donors:
+17%
Donors:
+6%
Digital
prospects:
+20%
Digital
prospects:
+16%
8

9. The
Digital
Landscape
e
9

10. 87%
of
US
online
Email
from
companies
&
adults
receive
opt-­‐
organiza:ons
in
email
e
(but
its
use
varies
by
age)
Base:
U.S.
online
adults
(n=3,509)
10

11. The
Digital
Landscape
e
11

12. Social
Media
82%
of
US
online
adults
(but
its
use
varies
use
Facebook,
Twifer
or
(but
its
use
varies
by
age..
and
by
YouTube
at
least
monthly
by
age)
gender)
Base:
U.S.
online
adults
(n=3,509)
12

13. The
Digital
Landscape
e
13

14. Mobile
–
SMS
Messaging
23%
of
US
online
adults
have
opted
in
to
receive
text
messages
from
companies
or
organiza:ons
Base:
U.S.
online
adults
(n=3,509)
14

15. Mobile
–
SMS
Messaging
39.3%
While
males
and
females
29.4%
have
the
same
rate
of
op:ng
in
to
SMS
messages,
females
are
more
posi:ve
about
the
experience
Base:
Mobile
text
subscribers
(n=788).
Sta:s:cally
significant
at
99%
confidence
level.
15

16. Mobile
–
Smartphones
54%
of
US
online
adults
own
a
smartphone
(48%
for
all
US
adults:
Nielsen)
Base:
U.S.
online
adults
(n=3,509)
16

17. The
Digital
Landscape
e
17

18. Tablets
POLL:
Do
you
own
a
tablet
PC
such
as
an
Apple
iPad
or
Samsung
Galaxy?
18

19. Tablets
16%
of
US
online
adults
own
a
tablet
PC
Base:
U.S.
online
adults
(n=3,509)
19

20. Digital
Landscape
implica:ons
The
Digital
Divide
(differences
in
technology
adop:on
across
age
and
other
demographics)
is
narrowing
over
:me,
but
is
s:ll
a
factor
in
developing
the
right
media
mix:
• Email’s
use
is
shiming,
but
it
s:ll
takes
top
billing
for
highest
ROI
among
direct
marke:ng
channels
(source:
The
DMA’s
Power
of
Direct
economic
impact
study,
2011)
— Email
is
the
founda:on
for
addi:onal
opt-­‐in
communica:ons;
helps
drive
addi:onal
channels
like
mobile
and
social
through
content
and
contact
op:miza:on
• Younger
demos
are
bellwethers
for
digital
adop:on
in
older
age
groups
— Social
networking,
mobile
gaps
are
closing
with
increase
in
penetra:on,
requiring
an
integrated
marke:ng
approach
20

21. Digital
Convergence
Mobility
Meets
content
21

22. Digital
Convergence
implica:ons
Seamless
channel
integra:on:
• Email
content
&
crea:ve
rendering
and
landing
page
func:onality:
— Can
you
complete
the
call-­‐to-­‐
Ø Smartphone
users
spend
nearly
ac:on
easily
using
a
20%
of
their
:me
with
email
from
smartphone
or
tablet
companies
or
organiza:ons
on
their
phone
or
tablet
PC
• Mobile
web
site
func:onality
audit:
— How
smartphone
friendly
is
Base:
Opt-­‐in
email
subscribers
with
a
smartphone
(n=1,715)
your
website?
22
— ?

23. PREFERRED
COMMUNICATION
CHANNELS
23

24. POLL:
“In
general,
what
is
your
preferred
method
of
communica:ng
with
friends?”
24

25. Communica:ng
with
friends
varies
widely
(and
predictably)
with
age
Preferred
Communica0on
Method
with
Friends
Base:
U.S.
Donors
(online
adults
who
are
12-­‐month
ac:ve
donors)
n=1,958
“In
general,
what
is
your
preferred
method
of
communica:ng
with
friends?”
25

26. But,
the
communica:on
methods
preferred
with
friends
don’t
translate
well
for
nonprofit
communica:ons
(In
fact,
they’re
opposite)
26

27. Younger
demos
prefer
more
email
&
social
communica:ons
from
nonprofits
of
interest;
mail
preferred
by
older
Base:
U.S.
Donors
(online
adults
who
are
12-­‐month
ac:ve
donors)
n=1,958
“Thinking
about
the
charitable
organiza:ons
you
support
or
have
an
interest
in,
what
would
be
your
preferred
way
to
receive
communica:ons
from
them?”
[Alloca:ng
100%
among
six
categories,
including
“other”]
27

28. Current
versus
Preferred
communica:on
Base:
U.S.
Donors
(online
adults
who
are
12-­‐month
ac:ve
donors)
n=1,958
“Thinking
about
the
charitable
organiza:ons
you
support
or
have
an
interest
in,
how
do
you
currently/prefer
to
hear
from
these
organiza:ons?”
[Alloca:ng
100%
among
six
categories]
28

29. Opportunity
to
grow
email
communica:ons
to
befer
align
with
preferences
Opportunity
Satura0on
Base:
U.S.
Donors
(online
adults
who
are
12-­‐month
ac:ve
donors)
n=1,958.
An
index
score
of
100
means
that
communica:ons
are
aligned
with
preferences.
“Thinking
about
the
charitable
organiza:ons
you
support
or
have
an
interest
in,
how
do
you
currently/prefer
to
hear
from
these
organiza:ons?”
[Alloca:ng
100%
among
six
categories,
including
“other”]
29

30. Donor-­‐preferred
implica:ons
• Op:mizing
email
programs:
— Is
your
fundraising
program
incorpora:ng
engaging
content
and
targeted
contact
strategies
into
the
email
program?
• Tes:ng:
— Are
you
regularly
tes:ng
new/addi:onal
contact
channels
(including
phone
for
lapsed
reac:va:on)
to
balance
preference
with
performance?
30

31. PREFERRED
GIVING
&
ACKNOWLEDGMENT
CHANNELS
31

32. Website,
Mail
:ed
for
preferred
method
of
giving
Base:
U.S.
Donors
(online
adults
who
are
12-­‐month
ac:ve
donors)
n=1,958
“How
do
you
prefer
to
make
dona:ons
to
your
organiza:on(s)
of
choice?
Please
select
one.
“
32

33. …
But,
the
averages
are
masking
some
HUGE
differences
by
age
Base:
U.S.
Donors
(online
adults
who
are
12-­‐month
ac:ve
donors)
n=1,958
“How
do
you
prefer
to
make
dona:ons
to
your
organiza:on(s)
of
choice?
Please
select
one.
“
33

34. Donor-­‐preferred
implica:ons
• Preferred
methods
of
giving
:
— Is
your
website
op:mized
for
easy
giving?
How
many
clicks
are
required
from
start
to
finish?
— Is
it
easy
to
give
on
tablets
or
other
mobile
devices?
• Targe:ng:
— Are
you
able
to
target
segments
(age
or
gender),
or
at
least
use
your
general
donor
profile
as
a
guideline
for
your
communica:on
strategy?
Leverage
insights
such
as:
§ Higher
sa:sfac:on
with
SMS
(text)
messages
among
females
§ Digital
preferences
for
targe:ng
younger
audiences,
offline
for
older
34

35. Dona:on
Acknowledgements
Donors
es:mate
that
they
receive
an
acknowledgement
of
their
dona:on
about
72%
of
the
:me.
While
about
22%
don’t
require
an
acknowledgement,
mail
and
email
are
preferred
by
remainder
Avg.
Annual
Giving:
$472
Avg.
Annual
Giving:
$654
Base:
Donors
(n=
1,958)
“What
percentage
of
the
:me
would
you
es:mate
you
receive
an
acknowledgement
of
your
dona:on(s)?“
“How
would
you
prefer
your
dona:ons
are
acknowledged?”
35

36. Ques:ons?
Lori
Connolly
Vice
President,
Research
&
Analy:cs
404.935.7483
lori.connolly@grizzard.com
36