Fundraising presentation 2014
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The document discusses new approaches to fundraising for Davis Community Church (DCC). It examines generational differences in giving, communication, and engagement preferences. Younger generations prefer online and mobile giving. The document provides 12 recommendations for DCC, including developing a donor-centric model, planned giving program, and technology investments. It recommends forming a committee to study fundraising and return recommendations to the Session.
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Fundraising presentation 2014
- 1. Fundraising NEW APPROACHES TO FUNDRAISING @ DCC
- 2. Initial Questions NEW APPROACHES TO FUNDRAISING @ DCC
- 3. Initial Questions What is DCC currently missing, even within our current fundraising strategy? What new opportunities/ approaches might DCC want to explore and invest in for the future? What are the preferred giving, communication and engagement channels for each generation? How can DCC engage Gen X & Y in giving? How can DCC start to access wealth from the wider Davis community to support its mission?
- 4. What We’ll Cover NEW APPROACHES TO FUNDRAISING @ DCC 1.Generational differences in Giving, Communication and Engagement 2.Twelve Recommendations for DCC to consider 3.Recommended Next Steps
- 5. Generational Differences in Giving NEW APPROACHES TO FUNDRAISING @ DCC
- 6. Matures (68+) Early experiences of money & stewardship Trained from childhood Nickels/dimes in the milkbox Likeliest to be pledgers and tithers Giving is a public responsibility, a necessity High level of trust in the church Meaning of money: Money=Security Stewardship descriptors = sacrifice and commitment
- 7. Boomers (49-67) Early experiences of money & stewardship Spotty training in stewardship of money Upward mobility Growing disparity between rich & poor 50/50 likely to be pledgers and tithers Giving is a personal option, not a public necessity Distrust of the church Meaning of money: Money=A Tool Stewardship descriptors = distrust
- 8. Gen X (33-48) Early experiences of money & stewardship Little to no training in stewardship of money Television advertising (redefined scope of perceived affluence) Growing disparity between rich & poor Not likely to be pledgers and tithers Giving is a personal option, not a public necessity Will trust the church if it does what it says its going to do, tells the truth, and demonstrates impact. Mission must follow money Meaning of money: Money=A Tool. Stewardship descriptors = ignorance
- 9. MATURES 68+ 88% in this generation give an average of $1,367/yr across 6.2 charities Generational Differences* BOOMERS 49-67 72% in this generation give an average of $1,212/yr across 4.5 charities GEN X 33-48 59% in this generation give an average of $732/yr across 3.9 charities GEN Y 18-32 60% in this generation give an average of $481/yr across 3.3 charities
- 12. GEN X GIVING (33-48)
- 13. GEN Y GIVING (18-32)
- 14. Preferences in Giving NEW APPROACHES TO FUNDRAISING @ DCC
- 17. GEN X PREFERENCES (33-48)
- 18. GEN Y PREFERENCES (18-32)
- 19. Media Habits NEW APPROACHES TO FUNDRAISING @ DCC
- 20. MATURES MEDIA HABITS (68+)
- 21. BOOMERS MEDIA HABITS (49-67)
- 22. GEN X MEDIA HABITS (33-48)
- 23. GEN Y MEDIA HABITS (18-32)
- 24. Key Findings: Generational Giving NEW APPROACHES TO FUNDRAISING @ DCC
- 25. KEY FINDINGS: Generational Giving A multi-channel approach (direct mail, email, online, mobile) is important to develop so that all generations are reached and engaged Matures: Continue use of direct mail and tithing to engage. Planned Giving is still important Boomers: Utilize websites for giving Direct mail is almost as equally important to Boomers as the website Boomers represent 1/3 of all adults who give, but contribute 43% of all dollars donated.
- 26. KEY FINDINGS: Generational Giving Gen X & Y: Bad News: Gen Y does not really give to places of worship Gen X & Y are socially-conscious shoppers Gen X & Y give online and via mobile Stories, especially video, are important Accountability and transparency are absolutes Gen X & Y want to share who they support with others online Peer-to-peer fundraising and crowdfunding
- 27. Have we been doing the wrong thing, really well, for the past 30 years? NEW APPROACHES TO FUNDRAISING @ DCC
- 28. Inspires Matures Inspires Boomers/ Gen X 1. Session projects coming year’s budget (draft budget) 2. Interprets budget to congregation Newsletter articles, Minutes for Mission, Letters, Brochures Stewardship Sunday and Sermon Pledge Cards distributed in church, by mail, electronically 3. Pledge cards returned by due date 4. Pledge cards totaled and budget adjusted; dedication Sunday 5. Following year, process repeated
- 29. 12 Recommendations for Davis Community Church NEW APPROACHES TO FUNDRAISING @ DCC
- 30. 12 RECOMMENDATIONS FOR DCC 1. Invest in a donor-centric model of development and target 2. Spend time & resources to understand and engage our donors 3. Develop and implement a planned giving program 4. Invest in technology and nurture our Boomer & Gen X/Y donors 5. Consider incentivized giving to engage the wider community’s wealth 6. Empower the congregation and community to fundraise for us
- 31. 12 RECOMMENDATIONS FOR DCC 7. Unbundle the DCC budget 8. Reverse the budget equation 9. Think Hyper-Local and Personal first, then National/International 10. Show the ROI 11. Develop a partnership with Davis Downtown 12. Invest in social enterprises
- 32. RECOMMENDED NEXT STEPS NEW APPROACHES TO FUNDRAISING @ DCC
- 33. RECOMMENDED NEXT STEPS 1. Consider enlisting the services of Blue North Strategies 2. Form a new committee to study fundraising and return to Session with recommendations
- 34. BONUS!! Some tech stuff NEW APPROACHES TO FUNDRAISING @ DCC
- 35. Instead https://instead.com/ Micro-donation app that leverages everyday purchases Change Heroes http://changeheroes.com/ Fundraising site that capitalizes on peer-to-peer interaction. The formula used is: $3.33/day x 3 months x 33 friends = ~$10,000 Check-in For Good https://checkinforgood.com/ Every time you get coffee, eat out, catch a game or visit a participating retailer, a simple check-in generates a micro- donation to a great cause. Charity Miles http://www.charitymiles.org/ Earn money for your charity when you walk, run or bike One Today https://onetoday.google.com/ Micro-donation app that allows individuals to contribute $1.00/day to projects or charities
- 36. Donate A Photo http://www.donateaphoto.com/ For every photo you share, Johnson & Johnson donates $1 to a cause you want to help Budge http://www.thebudge.com/ An app where you can challenge your friends to, well… anything. The loser makes a donation to charity. Give Mob http://www.givemobapp.org/ Allows individuals to give via text (no credit card needed) Shout for Good https://shoutforgood.com/ Micro-donation app and website, similar to Instead. Plus 3 https://www.plus3network.com/
Editor's Notes
- A note about the terminology: Tithing: No matter what our theology of the tithing might be, we need to recognize that the term increasingly does not mean what we want it to mean. It is “inside” language that is generationally tied. Stewardship: Just as with tithing, Stewardship does not connect w/ younger generations. Should it be discarded? No. But we need to develop other terminology appropriate for other settings.
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- Matures are the most generous generation. A greater number of Matures give and to more charities than younger generations. Boomers will have the greatest impact in giving for the foreseeable future. While representing 1/3 of all givers, they contribute 43% of all dollars donated. Only 22% of Gen Xers have given to a charity in response to Direct Mail, as compared to 52% of Matures and 40% of Boomers. Nearly 2/3 of Gen Y give via mobile.
- Matures give largely through direct mail. This is DCC’s default approach and should not be abandoned. Providing opportunities for giving in Honor of someone is important.
- Boomers are the first generation really use websites for giving. But it is important to note that direct mail and the website are equally valued by this generation. Boomers are the “sustainers” and like giving monthly programs.
- Gen Xers embrace a mobile-first approach to engagement and giving. 47% would use mobile to donate, as compared to 20% of Boomers They want to be invited in to fundraise on behalf of an organization.
- Gen Y is also mobile-first. 62% would give via mobile phone Gen X & Y are “social good” shoppers. Roughly half of Gen X & Y have purchased a product who’s proceeds (or portion of proceeds) go to a cause or charity. By comparison, only 36% of Boomers and 20% of Matures say they have done so. Crowdfunding is appealing to this generation. 47% hoave or are likely to give via a crowdfunding platform. Finally, it’s important to note that while Gen Y represents only 11% of total giving, extensive focus group research suggests that Gen Y may become the greatest giving generation ever. Keep in mind that charitable giving usually comes out of an individual’s disposable income, which may explain why the Boomers represent 43% of total giving (they account for half of all disposable income in our nation).
- Matures are very dedicated to giving to places of worship and local social service agencies
- Boomers are also quite committed to giving to support places of worship and local social service providers
- Gen Xers are about as dedicated as Boomers when it comes to places of worship There is a drop in local social service orgs and a significant increase for children’s charities Videos are an important means for engagement They want to see the impact of their donation
- Gen Y is the first generation that doesn’t really give to places of worship (22% of Gen Y compared to 46% of matures) They give children’s charities and human rights Just as with Gen X, videos are important Transparency and impact of their donation is a must for this generation
- The internet is primarily used for banking and email Landline is the chosen mode of phone communication
- Boomers also use the internet primarily for banking and email LinkedIn is a preferred mode of communication Use both mobile and landline
- With Gen X, we see dramatic shift in how the internet is used. 61% of Gen Xers use the internet to shop. They are mobile-first, with 86% using their mobiles as their primary phone.
- Gen Y uses the internet for shopping and video. Twitter is an important mode for communication 98% use a mobile phone as their primary phone. 76% don’t even have a landline (what’s a landline??)
- DCC should continue its use of direct mail and tithing to engage. While PCUSA bequest trends continue a steady decline (in 2012, fewer than 20% of churches reported receiving any bequest revenue), however, the development of an intentional bequest program is worth exploring at DCC. With 42% of Boomers giving through an org website, it might be important to add this capability, both in terms of one-time and recurring donations
- How might DCC engage this population “from the side”? They look for opportunities to utilize “social good” businesses, wanting a tangible return for their investment. In 2013, 49% gave by shopping and 1 in 5 Gen X/Y-ers switched brands for a cause. They gravitate toward social enterprises (i.e. – Warby Parker glasses, Kickstarter schwag… dare I say Mosaic?) Gen X & Y give online (40%/47%) and via mobile (47%/62%). Ease of use and simple, clean interface largely determine whether they give, as well as whether than can become a part of the story. Is it time to ask people to leave their cell’s on in worship (on vibrate) and open up an opportunity to give via mobile? The power of story cannot be underestimated Accountability and transparency are absolutes if Gen Y is going to donate. They want to know specifically how their donation will be used. (i.e. - $10 = 10 meals). Donations to a “general fund” will not work for this generation. Gen X & Y want to share who they donated to online (FB, Twitter). They also like the use of videos as a means for learning about a charity and engaging. Peer-to-peer fundraising and crowdfunding are becoming increasingly central to Gen Y desires for donating. Gen X & Y want to be empowered to carry out fundraising on behalf of an organization. Give them the tools and they will fundraise for you (example: ChangeHeroes.com)
- The DONOR is the focus, not numbers or money. Put the donor at the center of the conversation, emphasizing and responding to the donor’s unasked questions and unstated expectations. Engage them in the conversation and respond to their needs. Ask, listen and adapt. Provide timely, pertinent and relevant information on an ongoing basis. Include a survey for first-time donors on how they’d like to receive information. And promptly offer a thank-you for the donation (e-mail, text, phone call). Understanding WHO our donors are is vitally important for engagement… Generational differences, preferred modes of communication, types of information they want to receive. Customize approaches. Be intentional about collecting data about donors (likes/interests, what they gave to in the past, etc). While bequest trends are moving downward, the development of a Planned Giving program is recommended. DCC is noticeably absent from Gen X/Y sphere. We do not use approaches that engage this generation. Develop a mobile-first strategy and shift our way of thinking. Example: encourage use of mobile in worship (leave phones on!), provide ways to give w/ mobile during worship (app), use videos to engage Incentivized giving is a growing trend (Kickstarter, Indiegogo) for younger generations as is crowdsourcing. While it does cost to implement an incentivized giving program, it would make involvement by the wider community (especially students) more likely. Purchase gifts locally, ideally from a charity that makes the gifts (a double return!) Peer-to-Peer fundraising…ChangeHeroes.com. Create “Ambassador” positions for youth in program areas they connect with.
- It may be time to consider unbundling the DCC budget. Without offering the option for targeted giving, DCC will not be able to customize communication for the donor that responds to interests. Matures & Boomers may want to retain “tithing” to a general budget, but Gen X & Y typically want options and target their gifts. Staffing salaries may need be incorporated into programmatic areas. For those who want to give generally rather than specifically, consider changing the name to “The One Fund” or something that uplifts unity better than “The General Budget” Pledges determine the budget, the budget does not determine pledges. Cold-number budgets, for most, don’t inspire and compel people to give; so use narrative budgets instead. Share transformational stories and highlight how their money made an indelible mark in our community and world over the last year. If DCC wants to engage younger generations, the mindset must be one of “hyperlocal and personal.” Younger generations want an experience where they can become part of the story. They want to see the results of their investment in their own communities. A more balanced approach toward mission giving might be worth exploring, especially as mission is the bread & butter for engagement with younger generations. National/international programs are great, but only insofar as they have a meaningful connection with the giver. Example: “Big Day of Giving” campaign as part of Give Local Now. #givingtuesday Younger generations require visible ROI. They are asking questions like, “What did you do (specifically) with my last gift?” and “Can you demonstrate the impact it made?” In addition, HOW the ask is presented is just as important. For example: $10 = $10 lunches. Simple, clean, direct. DCC is uniquely situated to create a lasting, mutually-beneficial partnership with Davis Downtown. Support their vision and they will support ours. Street Mural? Utilize programs such as checkinforgood.com. Younger generations are increasing giving via social enterprises. They don’t just want to support a charity. They want an EXPERIENCE.