Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fundraising Trends
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Michael and Ken discussed fundraising trends such as social media, mobile, and crowdfunding and other can’t-miss insights from the 2013 Next Generation of Canadian Giving study.
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Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fundraising Trends
- 1. FUNDRAISING TRENDS IN 2013
- 5. Ego- philanthropy/Hyp er-Adenture Giving Feeling the need to be their own fundraising brand. Felling young and having fun Tribute Mania The need to tell the world about your parents and friends and family Digital Natives See- Through Giving, Cro wdfunding, and Mobile Slide 5 The Next Gen Donor Types Hyper- choice The death of unrestricted giving
- 7. • Boomers have decided that giving must be fun • And it must be done on their terms • Gone is the idea of the unconditional gift of their parents • Their giving shows their own brand BOOMERS
- 8. • How boomers act – compared to civics and how this makes sense for online social network fundraising…
- 9. HYPER-ADVENTURE GIVING FEELING YOUNG AND HAVING FUN WHILE GIVING
- 11. There is still a lot of space for charities…
- 13. Never 13% 1-2 times 64% 3+ times 20% DK 3% 45% 7% 41% 45% 3% 48% 29% 7% 61% 21% 4% 71% Once or twice 3+ times Never Gen Y Gen X Boomers Matures • Half of Gen Y and X have fundraised on behalf of a charity; fewer Boomers and Matures have • 8-in-10 have supported someone else raising money for a charity • Gen Y and X are more comfortable talking about their charitable activities Reason for Support Total Y X B M The individual 24% 21% 21% 22% 35% The Charity 6% 11% 3% 5% 9% Both 65% 60% 71% 70% 53% Gen Y 58% very comfortable (18% doing so now) Gen X 60% very comfortable (17% doing so now) Boomer 48% very comfortable (13% doing so now) Mature 46% very comfortable (13% doing so now) ENGAGEMENT: PEER-TO-PEER FUNDRAISING Supported Someone Else Raising Money on Behalf of a Charity Have Fundraised on Behalf of an Organization or Participated in a Run or Event to Raise Money Comfort-level Talking to Others about Charities Support ↓ ↑ *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
- 14. MAKE YOUR EVENTS BETTER – CAUSE CANADA IS ‘THE TOP OF THE MOUNTAIN!’ • Data & KPIs • Survey - personalization • Social media • Segmentation and Stewardship • Multi-Channel Communication: Phone and Online
- 15. 2012 2011 2010 2% 8% 20% 70% 2% 8% 20% 70% 2% 8% 20% 70% • 2012 - Top 2%= 69 fundraisers who are key to support this year. These champions receive enhanced cultivation support. Personal fundraising coach. Welcome call from Executive Director or Board Member. • 2011 - Top 2%= 69 fundraisers you need to re-engage. Consider calling them personally to thank them for past participation and find out what you can do to get them back to the event. • Further 8% in past 2 years = 553 fundraisers who also deserve some special attention. Event Chairs to call/welcome back. $164,126.38 $180,161.64 $199,886.59 $255,668.59 $142,015.07 $152,081.03 $164,570.16 $226,930.63 $88,181.56 $122,799.46 $138,098.54 $200,280.45
- 16. Game it: – Animal Incentive Levels • Use animal names and encourage climbers to reach these levels • Interaction: Climbers get to wear animal ears to the climb based on their fundraising – Continue to offer great prizes ex. MEC Gift Card – Include Wildlife Plush as part of the prizes Top Pandas - $5,000+ Polar Bears - $2,000 Tigers - $1,000 Sharks - $750 INNOVATIVE INCENTIVES
- 17. INTEGRATED CUSTOMER SERVICE $722.18 $920.09 $- $100 $200 $300 $400 $500 $600 $700 $800 $900 $1,000 Not Called Called AverageRevenue($) Action Taken Yoga In Motion Impact of Calling Participants Avg. Revenue Per Participant Up 27.4%
- 18. HOW DO YOU TAKE A LOT OF MONEY FROM MEN FOR FUNDRAISING?
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- 20. AN EVERST-LIKE END TO THE EVENT 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 1800000 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Total $ registration fees Total $ donations Total $ raised (registration & donations)
- 22. TRIBUTE MANIA THE PAST, THE PRESENT, THE FUTURE
- 23. GEN Y GEN X BOOMERS MATURES 55% 54% 58% 55% 45% 55% 35% 31% 21% 35% 47% 56% 36% 39% 38% 30% 29% 33% 40% 37% 11% 23% 36% 58% 22% 29% 37% 34% 22% 24% 29% 29% 24% 20% 25% 20% 25% 19% 11% 9% 15% 14% 12% 14% 5% 9% 15% 18% 7% 5% 4% 9% 4% 9% 4% 4% 5% 8% 4% 3% 12% 4% 2% - 6% 4% 3% 2% 1% 2% 3% 2% Donated this way in last 2 years 56% 41% 41% 36% 35% 32% 32% 26% 22% 15% 13% 12% 6% 5% 5% 4% 4% 2% Checkout Donation Online Donation Honor/Tribute Purchase for Proceeds Pledge at Event Mailed Check/Credit… Door to Door* Monthly Debit Street Canvassing* Third Party Vendor Email* Phone Radio/TV* Online Ad* Will/Planned Gift Mobile/Text Social Networking Site Stocks, Bonds, Property GIVING CHANNELS Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013. *New or changed attribute, no tracking data ↑ ↑ ↑ ↓ ↑ ↓ ↑ ↑ ↓ ↑ ↑ ↓
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- 27. HYPER-CHOICE THE DEATH OF UNRESTRICTED GIVING
- 31. 24% 22% 49% 26% 18% 53% 23% 25% 46% 10% 40% 43% Directed donation Unrestricted donation Either is fine Directed Giving Preferences Seeing the impact of a donation is more important than directing funds. Gen Y is particularly motivated by seeing the impact of their donation. Gen Y Gen X Boomers Matures 27% 55% 7% 5% 22% 44% 6% 1% 22% 34% 5% 0 14% 28% 7% 2% Decide where funds goSee the impact of my donationThank you giftPublic recognition Would Motivate Me a Great Deal to Make a Larger Donation to Charity *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013. Engagement: Directed Giving
- 33. WORKPLACE – THE LAST PLACE OF SHARED PURPOSE IN THE REAL WORLD?
- 34. 59% 42% 53% 47%46% 54% 22% 78% Have given in the workplace Have not given in workplace GEN Y GEN X BOOMERS MATURES Workplace fundraiser 20% 18% 15% 8% Workplace walk/run/challenge 16% 15% 4% 3% Volunteered through workplace 18% 18% 10% 3% Made a donation through payroll deduction 15% 21% 23% 11% Made a one-time donation through your workplace 16% 16% 12% 6% Made a donation where employer matched the gift 11% 10% 11% 0% Younger generations are more likely to support a charity through their workplace; matures are the least likely to do so. Workplace Giving Gen Y Gen X Boomer Mature (filtered among those employed or student) *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
- 35. SPOT THE NEXT GEN RE- DEFINITIONS OF THE UNITED WAY
- 37. Ego- philanthropy/Hyp er-Adenture Giving Feeling the need to be their own fundraising brand. Felling young and having fun Tribute Mania The need to tell the world about your parents and friends and family Digital Natives See- Through Giving, Cro wdfunding, and Mobile Slide 37 HOW PREPARED ARE YOU FOR EACH NEXT GEN TYPE? Hyper- choice The death of unrestricted giving
- 38. DIGITAL NATIVES
- 39. Social Media Use Mobile Habits 87% Mobile primary phone 50% Mobile ONLY phone 73% Texters GEN Y MEDIA HABITS Online Habits (% do regularly) 86% Email 80% Banking/pay bills 72% Research 59% Listen to/download music 58% Watch videos 55% Instant messaging 47% Shopping 32% Watch TV programming 65% 77% 33% 27% 21% 20% 99% 91% 59% 48% 41% 37% Use regularly Use, not regularly ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013. ↑ ↑ ↑
- 40. GEN X MEDIA HABITS Social Media Use Mobile Habits 57% Mobile primary phone 18% Mobile ONLY phone 67% Texters 42% 56% 35% 21% 8% 95% 77% 60% 47% 25% Use regularly Use, not regularly Online Habits (% do regularly) 93% Email 87% Banking/pay bills 81% Research 42% Instant messaging 42% Listen to/download music 12% Watch TV programming ↑ ↑ ↑ ↑ *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013. ↑ ↑ ↑ ↑ ↑ ↑
- 41. ASK THEM!
- 43. First Global brainstorming using Greenpeace Supporters 5,256 Ideas
- 44. Ideas from Supporters “Whole crew with ONI masks, and figures of japanese ogres reproduced with laser in a giant scale. It means that images appear and disapear at different times and places” Ogres
- 45. Ideas from Supporters Whales Carnival
- 47. 4,800 personal pages in over 20 countries…
- 48. THE NEXT GENERATION OF WELCOME SERIES AND STEWARDSHIP
- 49. 32% 25% 25% 17% 13% 4% 2% Receive emails Get information in the mail Visit website Follow on social media Use their labels, cards, etc. Receive texts/SMS Use mobile app OUTREACH CHANNELS GEN Y GEN X BOOMERS MATURES 30% 33% 31% 35% 17% 24% 26% 35% 25% 33% 23% 19% 28% 25% 12% 5% 4% 14% 15% 19% 6% 3% 2% 5% 3% 3% 0% 1% Currently Involved in this Way *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
- 50. A NEXT GEN BASIC: E-WELCOME SERIES
- 51. Volunteers & Event Attendees Donors Day 1 Day 7 Day 21 Day 1 Day 7 Day 21 Day 1 Day 28Day 14 Constituent status at point of inception on the file: Donation thank you, impact. Additional info at onariospca.ca Success story (conditionalized based on fund) Monthly giving (determinate by gift level – exclude high dollar for personal follow up) Thank you – confirmation. success story Ask? Tell-a-friend Registration confirmation Adoption Thanks Success story Pet Tips Donation appeal – single giftProspects (non-donor online Registrants/Adopters) Next Gen: Personalized, Conditional Welcome and Conversion Series
- 52. WHO KNEW HORMONES WERE SO IMPORTANT?!
- 53. GEN Y GEN X BOOMERS MATURES 55% 54% 58% 55% 45% 55% 35% 31% 21% 35% 47% 56% 36% 39% 38% 30% 29% 33% 40% 37% 11% 23% 36% 58% 22% 29% 37% 34% 22% 24% 29% 29% 24% 20% 25% 20% 25% 19% 11% 9% 15% 14% 12% 14% 5% 9% 15% 18% 7% 5% 4% 9% 4% 9% 4% 4% 5% 8% 4% 3% 12% 4% 2% - 6% 4% 3% 2% 1% 2% 3% 2% 56% 41% 41% 36% 35% 32% 32% 26% 22% 15% 13% 12% 6% 5% 5% 4% 4% 2% Checkout Donation Online Donation Honor/Tribute Purchase for Proceeds Pledge at Event Mailed Check/Credit… Door to Door* Monthly Debit Street Canvassing* Third Party Vendor Email* Phone Radio/TV* Online Ad* Will/Planned Gift Mobile/Text Social Networking Site Stocks, Bonds, Property Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
- 54. TOTAL GEN Y GEN X BOOMERS MATURES Visiting their website 32% 44% 39% 28% 18% Receiving emails and/or e- newsletters 28% 34% 29% 26% 26% Attending face-to-face events 27% 32% 32% 21% 27% Getting information in the mail 23% 21% 21% 25% 24% Follow on social networking site 13% 29% 19% 5% 2% Using their mobile app 3% 5% 5% 2% 0% Receiving text messages 3% 4% 2% 1% 4% Important Ways to Stay In Touch (very+ somewhat important) *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
- 58. 58 OWNING SOMETHING FUN National Cupcake Day
- 59. CUPCAKE DAY • Situation: Cupcake Day was celebrated across Canada on February 25th 2013. • Strategy: – The marketing was also conducted across channels including Facebook, Twitter, print materials, email promotions, online media buy and postcards to promote the event as well as local on ground promotions done by the local SPCA’s and Humane Societies.
- 60. • Results: – Campaign raised more $195,000 (combined online and offline) Nationally trending on Twitter on February 25th – 10,000 Facebook Likes in 2 months, facilitated by Cupcake competition on Facebook. Over 324,000 reached on Facebook. – Relied on real world and virtual fundraising – Was attractive to Gen Y and Gen X women
- 61. AND THEN THERE IS GEN Z… • 3 of the top 10 fundraisers for an organization that raises over $90 million a year are under 15 • Do you have an integrated plan for supporters under 15?
- 62. CONCLUSION WE ARE GOOD AT SEEING PATTERNS THE TRENDS POINTS TO A MORE DIGITAL AND INTEGRATED FUNDRAISING FUTURE ARE YOU READY? HOW CAN WE HELP?
- 63. At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc/hma/Blackbaud digital and integrated fundraising consulting session http://www.surveymonkey.com/s/HBBRTHG Take our survey at the end of the session!
Editor's Notes
- Dennis
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- They want to see themselves. Be sure to show images that relate to your demographic.
- Mike
- Mike
- Mike
- Mike
- Mike
- Q32: In the last twelve months, how often (if at all) have you supported someone you know who was raising money on behalf of an organization via participation in a run, walk, race, contest, party, or some other event? Select one.Q33: When you make a financial donation to a person you know who is fundraising on behalf of a charity/group, is it more about supporting the individual, or supporting the organization? Please select one.Q34: In the past twelve months, how many times (if at all) have you fundraised on behalf of an organization via participation in a run, walk, race, contest, party, or some other event? Please select one.Q35: Which of the following best describes how comfortable you are sharing information with others about the charities you support? Please select one.
- Phone the top 2% participants and the top 8% participants.
- Building a connection to the animals/habitats saved. You mentioned that people want to win the stuffies, so good to include this!MJ
- M
- Mike
- Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply.
- Mike
- Mike
- Q27: When donating to a charity, which of the following do you prefer to do?Q28: How much impact would each of the following have on motivating you to make a larger donation to a charity?
- Tools also available to schedule all your posts in advance. Removes some of the work, but must remember to actively monitor!
- M
- Q23: Some employers encourage their employees to support charities. In the last 12 months, have you done any of the following? Please select all that apply.
- Mike
- Mike
- Q40. How often do you engage in the following activities online?Q41. Following are some online publications, social networks and other online services. For each, please Q42. Which of the following best describes you when it comes to phone usage? Please select one.Q43. Which of the following best describes you when it comes to watching TV shows, news and sports? Please select one.
- Q40. How often do you engage in the following activities online?Q41. Following are some online publications, social networks and other online services. For each, please Q42. Which of the following best describes you when it comes to phone usage? Please select one.Q43. Which of the following best describes you when it comes to watching TV shows, news and sports? Please select one.
- Mike
- Q24: Now thinking broadly about all of the charities you support, financially and otherwise, how are you currently involved with these charities? Please select only those items that you currently do with those organizations. Please select all that apply.
- M
- Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply.
- Q26: How important are each of the following as a way to stay in touch with charities that you financially support?
- Chris
- Chris
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- Win a multi-channel consulting session