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Next Generation of UK Giving
The document discusses the evolution of fundraising in the UK, highlighting the importance of multi-channel giving and the engagement of different donor demographics, particularly Gen X and Gen Y. It emphasizes the need for integrated communication strategies and personalized donor experiences to enhance fundraising effectiveness. A case study illustrates how one charity successfully increased its income through multi-channel integration, demonstrating the value of diverse giving methods and consistent messaging.
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Next Generation of UK Giving
- 1. The Next Generationof UK Giving PLANNING YOUR FUNDRAISING FUTURE Watch the full presentation here: http://hub.am/1adUWvr
- 2. ABOUT Citizens use Care2for: Starting or signing petitions Volunteering Donating $ Spreading news Nonprofits use Care2 for: Recruiting Donors & Supporters Traffic/Branding/Awareness Commenting on blogs Starting group (organizing) Advocacy Joining nonprofits Building Facebook fan base
- 3. Your facilitators today LindsaySievewright Partner, Xtraordinary Fundraising Stephen Butler Partner, Xtraordinary Fundraising Eric Rardin Senior Director of Nonprofit Services, Care2 Rhiannan Sullivan Director of Nonprofit Services, Care2
- 8. Human Rights &International Development
- 12. Core lessons fromthe 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 different ways • Donors learn about your organisation in a variety of ways; both traditional media and new forms of media are very important channels
- 13. Today being anintegrated fundraiser in the UK means… • 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 • Personalising the giving experience as much as possible
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- 15. Attribution can bea problem… Proprietary & Confidential
- 16. Why it shouldn’tmatter Value/Donor $180 £180 £160 $160 £140 $140 £120 $120 £100 $100 £80 $80 £60 $60 £40 $40 £20 $20 $0£0 Value/Donor Offline w/ No Email Offline w/ Email Online Only Online/Offline £43 $43 £54 $54 $57 £57 £156 $156 Multi-channel donors are nearly 3x more valuable than single channel donors.
- 17. Case Study – Howmulti-channel integration helped one charity to double income. 17
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- 19. 08/11/2012 10/11/2012 12/11/2012 14/11/2012 16/11/2012 18/11/2012 20/11/2012 22/11/2012 24/11/2012 26/11/2012 28/11/2012 30/11/2012 02/12/2012 04/12/2012 06/12/2012 08/12/2012 10/12/2012 12/12/2012 14/12/2012 16/12/2012 18/12/2012 20/12/2012 22/12/2012 24/12/2012 26/12/2012 28/12/2012 30/12/2012 01/01/2013 03/01/2013 05/01/2013 07/01/2013 09/01/2013 11/01/2013 13/01/2013 e-appeal 1st e-reminder 2nd e-reminder Maildrop Advent 2012 Integrated Appeal email and mail Reminder mailing Online Just Giving Direct Donations Total Just Giving Page Donations Total Combined JustGiving Total
- 20. 08/11/2012 10/11/2012 12/11/2012 14/11/2012 16/11/2012 18/11/2012 20/11/2012 22/11/2012 24/11/2012 26/11/2012 28/11/2012 30/11/2012 02/12/2012 04/12/2012 06/12/2012 08/12/2012 10/12/2012 12/12/2012 14/12/2012 16/12/2012 18/12/2012 20/12/2012 22/12/2012 24/12/2012 26/12/2012 28/12/2012 30/12/2012 01/01/2013 03/01/2013 05/01/2013 07/01/2013 09/01/2013 11/01/2013 13/01/2013 e-appeal 1st e-reminder 2nd e-reminder phoningdonors Mail drop Advent 2012 Integrated Appeal – phone Reminder mailing Online Just Giving Direct Donations Total Just Giving Page Donations Total Combined JustGiving Total
- 22. Integrate multiple givingoptions into all your communications
- 23. CHANNEL ECOSYSTEM THIS ISN’TWHAT WE HAD 20 YEARS AGO?! Engagement Volunteer/ Meetups Transactional Outreach Direct mail Online Work place Check in the mail Email Crowd funding Mobile Text/ SMS Peer-toPeer Social media Monthly giving Retail giving Website Directed giving 23
- 24. Be open tomulti-step acquisition Lead Acquisition & Conversion Games Email Advocacy Direct mail LEADS Telemarketing Enews DONORS Social Media
- 25. E-PETITION More info: legitimacy Counter: social proof Phonenumber: or you can’t start! Comments: priority for calls Subscribe: for cultivation
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- 27. Even Legacy prospectingis changing!
- 29. Happy surprises! 1. Donorsfrom 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….
- 31. Why does amobile optimised experience matter? Would you be willing to use a smartphone to make a donation through a browser? Gen Y Gen X Boomer Mature 36.4% 25.3% 6.1% 2.9%
- 33. Thank you Watch thefull presentation here: http://hub.am/1adUWvr
Editor's Notes
- #2 Dennis
- #4 Dennis, Mike
- #9 To 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
- #13 Mike
- #14 Mike
- #15 M
- #16 Mike
- #23 Mike
- #25 Mike
- #26 The recipients were sent to an epetition directed at key Parliamentarians who were on the Committee that reviewed the bill.Note some important aspects to the petition:#1 phone number – we asked. Does this suppress signatures? That’s a debate. We make it a non-mandatory field – and find that about 30% fill it out anyway. It’s worth it#2 counter - why? “social proof”. participants see that 1000s are doing this#3 comments – these are streamed – they build momentum and act as examples – they give participants the confidence to write their own words#4 subscribe – this builds a list for e-cultivation – you can’t use your big list all the time – this filters out the best activists for higher touch cultivation#5 more info – a minor link so as not to distract, but important for legitimacy to show the depth of research/legitimacy of actionother – use of photo, clear action statement, target is obvious, message is clear, opportunity to add personal comments, required fields clearly indicated, link to more comments to increase comfort level of participants3 weeks later, on November 1st, there were 2792 signatureshttp://www.amnesty.ca/urgentappeal/2009/CorpAcct/
- #27 Mike
- #32 ChrisBlackbaud offers a mobile experience for both supporters/donors and staff.- Supporters/Donors access a mobile-optimized version of your website- Staff accessed an optimized version of The Raiser’s Edge on their mobile device.
- #34 DennisWelcome, intros