View this presentation by Xtraordinary, Blackbaud and Care2 to find out how your organization can tap into the next generation of giving. Using groundbreaking data from a study of over 1,500 UK donors, and riveting examples, we'll talk you through the new dos and don'ts of fundraising.

1. The Next Generation of UK Giving
PLANNING YOUR
FUNDRAISING FUTURE
Watch the full presentation here: http://hub.am/1adUWvr

2. ABOUT
Citizens use Care2 for:
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
Lindsay Sievewright
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 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
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 an integrated 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

14. What does integration mean?

15. Attribution can be a problem…
Proprietary & Confidential

16. Why it shouldn’t matter
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 –
How multi-channel
integration helped one
charity to double income.
17

18. E-mail
DM Piece

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
Mail drop
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
phoning donors
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 giving options into all your
communications

23. CHANNEL ECOSYSTEM
THIS ISN’T WHAT 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 to multi-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
Phone number:
or you can’t start!
Comments:
priority for calls
Subscribe:
for cultivation

26. Be social

27. Even Legacy prospecting is
changing!

29. Happy surprises!
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….

31. Why does a mobile 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 the full presentation here: http://hub.am/1adUWvr