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PLANNING YOUR
FUNDRAISING FUTURE
The Next Generation of Scottish Giving
We are handing out prizes today!
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 Xtraordinary integrated fundraising
consulting session
http://www.surveymonkey.com/s/JWWDFMS
Take our survey at the end of
the session!
AGENDA
9:00-9:45
The Dramatic Oversimplification of Scottish Fundraising.
What donors told us.
9:45 – 10:15
6 Laser Focused Tactics for Integrated Fundraising Success:
A UK case study
10:15 – 10:30 COFFEE BREAK
10:30 – 11:00
Going Mobile
11:00 – 11:30
Winning the Talent War in an Integrated marketing World
11:30 – 12:00
UK Legacy Survey Case Study
YOUR FACILITATORS
Mike Johnston
Partner, Xtraordinary Fundraising
Stephen Butler
Partner, Xtraordinary Fundraising
Lindsay Sievewright
Partner, Xtraordinary Fundraising
Special Guests: Bruce Tait, Bruce Tait Associates
and Sandra Luther, Blackbaud
A QUESTION TO ASK YOURSELF
• How much has technology and communication
changed in the last 10 years?
HOW MUCH HAVE FUNDRAISING
PRACTICES CHANGED FOR YOU IN THE
LAST 10 YEARS?
CHANNEL ECOSYSTEM
THIS ISN’T WHAT WE HAD 20 YEARS AGO?!
Work
place
Retail
giving
Check in
the mail
Mobile
Social
media
Online
Email
Crowd
funding
Text/
SMS
Peer-to-
Peer
Transactional OutreachEngagement
Direct
mail
Website
Volunteer/
Meetups
Monthly
giving
Directed
giving
8
8/27/2013
Relay For Life
Hope Blooms
Donor File
8/27/2013 proprietary and confidential
Relay For Life
Hope Blooms
Donor File
ISN’T THIS MORE NATURAL?
8/27/2013 proprietary and confidential
AND WHEN THAT HAPPENS…
DRAMATIC OVERSIMPLIFICATION
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
CONNECT THE PAIRS...WHICH
GENERATION GIVES MORE TO THIS KIND
OF CHARITY THAN ANY OTHER
GENERATION
Gen X Health
Mature Human Rights
Gen Y Children
Boomer Environmental
Next gen uk seminar presentation glasgow mike section
HOW DID THEY FIRST LEARN
ABOUT THE CAUSE?
Next gen uk seminar presentation glasgow mike section
UK DONOR FIRST ENGAGEMENT
CORE LESSONS FROM THE DATA
• UK Donors of all ages give in multiple ways
• Gen X and Gen Y are becoming important
• Different groups have different communication
preferences
• All donors enjoy being communicated with in a
variety of ways
• Donors learn about your organisation in a variety
of ways but traditional media and new forms of
media are very important channels
UK DONORS ARE – FUNDAMENTALLY…
CORE LESSONS FROM THE DATA…
• Offering a variety of ways to give – to all ages
• Ensuring various communications are consistent
with one another
• Giving opportunities for engagement that are not
financial
• Personalizing the giving experience as much as
possible
INTEGRATED MARKETING IN
THE UK – ‘UP, DOWN, AND
ACROSS’
INTEGRATION NEEDS TO TAKE PLACE IN
MORE THAN ONE DIRECTION
Horizontally
StyleMessagingTheme
Renewal
Donor
Development
Acquisition
Vertically
In a
chronological
customer
contact flow
INTEGRATION – DONE PROPERLY –
GROWS THE WHOLE PYRAMID…
Prospects
One-off
Monthly
Major
Wills
One-off
Prospect
Monthly
Major
Wills
• The digital, integrated lead generation
survey:
– Sent to 57,400 donors
– 3 key segments: Monthly, Active &
Lapsed
– 5,530 responses (response rate of 11%)
– Raised £12,000 – a bonus!
– Reactivated 30 donors
– Found 85 legacies and 292 legacy leads
– 143 middle and major donor leads!
– Key: shared budgeting!
INTEGRATION FOR THE WHOLE PYRAMID
CROSS DEPARTMENTAL SHARING, LEARNING AND LEAD
GENERATION…
1. Donors from 35 to 45 were thinking of legacy gifts
2. Shown to be 300% over represented on LinkedIn
3. Open to Gifts of Stock
4. Now…. A LinkedIn Strategy for a Legacy Gift for
younger donors….
HAPPY SURPRISES!
THE UK NEXT GEN
SUPPORTER TYPES
Ego-
philanthropy
Feeling the
need to be
their own
fundraising
brand
Tribute Mania
The need to
tell the world
about your
parents and
friends and
family
Hyper-
adventure
giving
Feeling young
and having
fun while
giving
Hyper-
choice
The death of
unrestricted
giving
4 TYPES OF UK NEXT GEN DONORS
Proprietary & Confidential8/27/2013 Slide 30
HSBC Chief Economist: “They are behaving like
the Nobility in the Peasant’s Revolt”
They own 80% of the country’s £6.7trn in
wealth – and they are the longest lived of any
generation in the UK.
• How boomers act – compared to civics and
how this makes sense for online social
network fundraising…
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
proprietary and confidential 37
CONNECT THE PAIRS...WHICH
GENERATION OF GIVERS IS THE MOST
PROLIFIC USER OF THE FOLLOWING
GIVING CHANNELS?
Gen X Regular Giving
Mature Web Giving
Gen Y Social Media
Boomer Charity Gift Shop
HYPER-ADVENTURE GIVING
FEELING YOUNG AND
HAVING FUN WHILE GIVING
THE CULTURAL ACCEPTANCE OF
CRAZY, TOUGH, PHYSICAL FUNDRAISING
• David Walliams
• Successfully swam
the English Channel
for Sport Relief
• Online Fundraising
Page to raise over 1
million pounds
EXPERIENTIAL FUNDRAISING
Next gen uk seminar presentation glasgow mike section
HYPER-CHOICE
THE DEATH OF
UNRESTRICTED GIVING
Next gen uk seminar presentation glasgow mike section
Next gen uk seminar presentation glasgow mike section
Ego-
philanthropy
Feeling the
need to be
their own
fundraising
brand
Tribute Mania
The need to
tell the world
about your
parents and
friends and
family
Hyper-
adventure
giving
Feeling young
and having
fun while
giving
Hyper-
choice
The death of
unrestricted
giving
RANK (1 TO 5) ON HOW PREPARED YOU
ARE FOR EACH NEXT GEN DONOR TYPE
Proprietary & Confidential8/27/2013 Slide 46
THANK YOU!

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Next gen uk seminar presentation glasgow mike section

  • 1. PLANNING YOUR FUNDRAISING FUTURE The Next Generation of Scottish Giving
  • 2. We are handing out prizes today!
  • 3. 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 Xtraordinary integrated fundraising consulting session http://www.surveymonkey.com/s/JWWDFMS Take our survey at the end of the session!
  • 4. AGENDA 9:00-9:45 The Dramatic Oversimplification of Scottish Fundraising. What donors told us. 9:45 – 10:15 6 Laser Focused Tactics for Integrated Fundraising Success: A UK case study 10:15 – 10:30 COFFEE BREAK 10:30 – 11:00 Going Mobile 11:00 – 11:30 Winning the Talent War in an Integrated marketing World 11:30 – 12:00 UK Legacy Survey Case Study
  • 5. YOUR FACILITATORS Mike Johnston Partner, Xtraordinary Fundraising Stephen Butler Partner, Xtraordinary Fundraising Lindsay Sievewright Partner, Xtraordinary Fundraising Special Guests: Bruce Tait, Bruce Tait Associates and Sandra Luther, Blackbaud
  • 6. A QUESTION TO ASK YOURSELF • How much has technology and communication changed in the last 10 years?
  • 7. HOW MUCH HAVE FUNDRAISING PRACTICES CHANGED FOR YOU IN THE LAST 10 YEARS?
  • 8. CHANNEL ECOSYSTEM THIS ISN’T WHAT WE HAD 20 YEARS AGO?! Work place Retail giving Check in the mail Mobile Social media Online Email Crowd funding Text/ SMS Peer-to- Peer Transactional OutreachEngagement Direct mail Website Volunteer/ Meetups Monthly giving Directed giving 8
  • 9. 8/27/2013 Relay For Life Hope Blooms Donor File
  • 10. 8/27/2013 proprietary and confidential Relay For Life Hope Blooms Donor File ISN’T THIS MORE NATURAL?
  • 11. 8/27/2013 proprietary and confidential AND WHEN THAT HAPPENS…
  • 15. CONNECT THE PAIRS...WHICH GENERATION GIVES MORE TO THIS KIND OF CHARITY THAN ANY OTHER GENERATION Gen X Health Mature Human Rights Gen Y Children Boomer Environmental
  • 17. HOW DID THEY FIRST LEARN ABOUT THE CAUSE?
  • 19. UK DONOR FIRST ENGAGEMENT
  • 20. CORE LESSONS FROM THE DATA • UK Donors of all ages give in multiple ways • Gen X and Gen Y are becoming important • Different groups have different communication preferences • All donors enjoy being communicated with in a variety of ways • Donors learn about your organisation in a variety of ways but traditional media and new forms of media are very important channels
  • 21. UK DONORS ARE – FUNDAMENTALLY…
  • 22. CORE LESSONS FROM THE DATA… • Offering a variety of ways to give – to all ages • Ensuring various communications are consistent with one another • Giving opportunities for engagement that are not financial • Personalizing the giving experience as much as possible
  • 23. INTEGRATED MARKETING IN THE UK – ‘UP, DOWN, AND ACROSS’
  • 24. INTEGRATION NEEDS TO TAKE PLACE IN MORE THAN ONE DIRECTION Horizontally StyleMessagingTheme Renewal Donor Development Acquisition Vertically In a chronological customer contact flow
  • 25. INTEGRATION – DONE PROPERLY – GROWS THE WHOLE PYRAMID… Prospects One-off Monthly Major Wills One-off Prospect Monthly Major Wills
  • 26. • The digital, integrated lead generation survey: – Sent to 57,400 donors – 3 key segments: Monthly, Active & Lapsed – 5,530 responses (response rate of 11%) – Raised £12,000 – a bonus! – Reactivated 30 donors – Found 85 legacies and 292 legacy leads – 143 middle and major donor leads! – Key: shared budgeting! INTEGRATION FOR THE WHOLE PYRAMID
  • 27. CROSS DEPARTMENTAL SHARING, LEARNING AND LEAD GENERATION…
  • 28. 1. Donors from 35 to 45 were thinking of legacy gifts 2. Shown to be 300% over represented on LinkedIn 3. Open to Gifts of Stock 4. Now…. A LinkedIn Strategy for a Legacy Gift for younger donors…. HAPPY SURPRISES!
  • 29. THE UK NEXT GEN SUPPORTER TYPES
  • 30. Ego- philanthropy Feeling the need to be their own fundraising brand Tribute Mania The need to tell the world about your parents and friends and family Hyper- adventure giving Feeling young and having fun while giving Hyper- choice The death of unrestricted giving 4 TYPES OF UK NEXT GEN DONORS Proprietary & Confidential8/27/2013 Slide 30
  • 31. HSBC Chief Economist: “They are behaving like the Nobility in the Peasant’s Revolt” They own 80% of the country’s £6.7trn in wealth – and they are the longest lived of any generation in the UK.
  • 32. • How boomers act – compared to civics and how this makes sense for online social network fundraising…
  • 38. CONNECT THE PAIRS...WHICH GENERATION OF GIVERS IS THE MOST PROLIFIC USER OF THE FOLLOWING GIVING CHANNELS? Gen X Regular Giving Mature Web Giving Gen Y Social Media Boomer Charity Gift Shop
  • 39. HYPER-ADVENTURE GIVING FEELING YOUNG AND HAVING FUN WHILE GIVING
  • 40. THE CULTURAL ACCEPTANCE OF CRAZY, TOUGH, PHYSICAL FUNDRAISING • David Walliams • Successfully swam the English Channel for Sport Relief • Online Fundraising Page to raise over 1 million pounds
  • 46. Ego- philanthropy Feeling the need to be their own fundraising brand Tribute Mania The need to tell the world about your parents and friends and family Hyper- adventure giving Feeling young and having fun while giving Hyper- choice The death of unrestricted giving RANK (1 TO 5) ON HOW PREPARED YOU ARE FOR EACH NEXT GEN DONOR TYPE Proprietary & Confidential8/27/2013 Slide 46

Editor's Notes

  1. Dennis
  2. Dennis
  3. Win a multi-channel consulting session
  4. Dennis
  5. Dennis, Mike
  6. Dennis
  7. Dennis
  8. Re order by priority
  9. MikeTo be donor cenric – you have to understand who your donors are, how they come to you and how the want to interact with you
  10. MikeTo be donor cenric – you have to understand who your donors are, how they come to you and how the want to interact with you
  11. Mike
  12. Mike
  13. MikeGiven that the vast majority of donor acquisition is through direct mail, it is important for us to understand how different generations of donors first learned about their top charities, and the relative importance of mail Mail the dominant channel for Matures, but … Mainstream media and WOM top prospecting channels across age cohorts WOM, school, and P2P fundraising more prevalent for Gen Y (not direct) What we also see on this chart is the importance of a cradle-to-grave strategy for building relationships. Even a quarter of Boomers say that they first learned about a top charity during childhood What is also interesting is what IS NOT a top prospect channel – and that is websites (5%) and social networking site (4%). Emerges as a research toolQ10: How did you first learn about (top charity)? Select all that apply. [Top channels cited above]Q11: How old were you when you first learned about (top charity)? (Best guess is fine)Q9: For how long have you been supporting (top charity)? [Average # of years cited]
  14. MikeGiven that the vast majority of donor acquisition is through direct mail, it is important for us to understand how different generations of donors first learned about their top charities, and the relative importance of mail Mail the dominant channel for Matures, but … Mainstream media and WOM top prospecting channels across age cohorts WOM, school, and P2P fundraising more prevalent for Gen Y (not direct) What we also see on this chart is the importance of a cradle-to-grave strategy for building relationships. Even a quarter of Boomers say that they first learned about a top charity during childhood What is also interesting is what IS NOT a top prospect channel – and that is websites (5%) and social networking site (4%). Emerges as a research toolQ10: How did you first learn about (top charity)? Select all that apply. [Top channels cited above]Q11: How old were you when you first learned about (top charity)? (Best guess is fine)Q9: For how long have you been supporting (top charity)? [Average # of years cited]
  15. Mike Direct donation most prevalent, but more likely to be first form of support as age Y (followed by X) more likely to check out the charity’s website as a way to get involved. Also more likely to attend an event and volunteer. Finally, Y most likely to promote charity to others through email, FB, etc. Suggests that younger groups need to go through one or more cultivation steps to build a relationship that can lead to a financial transactionQ12: When you first learned of [Top Charity], in what ways did you become involved with the charity/group? Blue numbering indicates significance at the 95% confidence level
  16. Mike
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  20. ***Content from HJC presentation***
  21. Mike
  22. Mike
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  28. Mike