DonorGraphicsTM	  Media	  Usage	  Study	  Leveraging	  communica:on	  trends	  to	  op:mize	  fundraising	  May	  1,	  201...
Topics	  1.  The	  Digital	  Landscape	  	  2.  Donor	  Channel	  Preferences:	      Communica:on	  	  &	  Giving	        ...
Relevancy	  to	  fundraising	                         }    Ac:onable	  insights	  along	  the	  way	                      ...
Interac:ve	  Polls	                    Find	  out	  how	  your	  digital	                     media	  use	  compares	  to	...
Digging	  deeper	  	      "Say	  you	  were	  standing	  with	  one	  foot	  in	       the	  oven	  and	  one	  foot	  in	...
DonorGraphicsTM	  is	  a	  na:onally	  representa:ve	  study	  measuring	  digital	                behaviors	  among	  U.S...
THE	  DIGITAL	  LANDSCAPE	                                    7	  
The	  Digital	  Landscape’s	  Fundraising	  Relevance	                                                 e	    tablet	  PC	 ...
The	  Digital	  Landscape	                                    e	                                            9	  
87%	  of	  US	  online	              Email	  from	  companies	  &	               adults	  receive	  opt-­‐            orga...
The	  Digital	  Landscape	                                    e	                                            11	  
Social	  Media	                  82%	  of	  US	  online	  adults	     (but	  its	  use	  varies	                 use	  Fac...
The	  Digital	  Landscape	                                    e	                                            13	  
Mobile	  –	  SMS	  Messaging	                  23%	  of	  US	  online	  adults	                have	  opted	  in	  to	  re...
Mobile	  –	  SMS	  Messaging	                                                                                             ...
Mobile	  –	  Smartphones	                       54%	  of	  US	  online	  adults	                         own	  a	  smartph...
The	  Digital	  Landscape	                                    e	                                            17	  
Tablets	                POLL:	  Do	  you	  own	  a	  tablet	                 PC	  such	  as	  an	  Apple	  iPad	          ...
Tablets	                                                           16%	  of	  US	  online	  adults	                       ...
Digital	  Landscape	  implica:ons	  	   The	  Digital	  Divide	  (differences	  in	  technology	   adop:on	  across	  age	 ...
Digital	  Convergence	                            Mobility	                        Meets	  content	                       ...
Digital	  Convergence	  implica:ons	  	                                                                                   ...
PREFERRED	  COMMUNICATION	  CHANNELS	                                   23	  
POLL:	  “In	  general,	  what	  is	   your	  preferred	  method	   of	  communica:ng	  with	             friends?”	       ...
Communica:ng	  with	  friends	  varies	  widely	             (and	  predictably)	  with	  age	                            ...
But,	  the	  communica:on	  methods	  preferred	  with	  friends	  don’t	  translate	  well	  for	  nonprofit	  communica:o...
Younger	  demos	  prefer	  more	  email	  &	  social	             communica:ons	  from	  nonprofits	  of	  interest;	      ...
Current	  versus	  Preferred	  communica:on	  	  Base:	  U.S.	  Donors	  (online	  adults	  who	  are	  12-­‐month	  ac:ve...
Opportunity	  to	  grow	  email	  communica:ons	  to	             befer	  align	  with	  preferences	                     ...
Donor-­‐preferred	  implica:ons	  	  •  Op:mizing	  email	  programs:	      —    Is	  your	  fundraising	  program	  incor...
PREFERRED	  GIVING	  &	  ACKNOWLEDGMENT	  CHANNELS	                                   31	  
Website,	  Mail	  :ed	  for	  preferred	  method	  of	              giving	  Base:	  U.S.	  Donors	  (online	  adults	  wh...
…	  But,	  the	  averages	  are	  masking	  some	  HUGE	              differences	  by	  age	  Base:	  U.S.	  Donors	  (onl...
Donor-­‐preferred	  implica:ons	  	  •  Preferred	  methods	  of	  giving	  :	       —     Is	  your	  website	  op:mized	...
Dona:on	  Acknowledgements	           Donors	  es:mate	  that	  they	  receive	  an	  acknowledgement	           of	  thei...
Ques:ons?	                          Lori	  Connolly                                       	           Vice	  President,	  ...
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Donor graphics webinar 050112 pdf

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Grizzard’s DonorGraphicsTM Media Usage Study, 2012.

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Donor graphics webinar 050112 pdf

  1. 1. DonorGraphicsTM  Media  Usage  Study  Leveraging  communica:on  trends  to  op:mize  fundraising  May  1,  2012   This  presenta:on  must  be  viewed  in   slide  show  mode  (F5)  
  2. 2. Topics  1.  The  Digital  Landscape    2.  Donor  Channel  Preferences:   Communica:on    &  Giving   2  
  3. 3. Relevancy  to  fundraising   } Ac:onable  insights  along  the  way   3  
  4. 4. Interac:ve  Polls   Find  out  how  your  digital   media  use  compares  to   the  general  popula:on   4  
  5. 5. Digging  deeper     "Say  you  were  standing  with  one  foot  in   the  oven  and  one  foot  in  an  ice  bucket.   According  to  the  percentage  people,  you   should  be  perfectly  comfortable.“     -­‐-­‐  Bobby  Bragan,  Milwaukee  baseball  manager,  1963     5  
  6. 6. DonorGraphicsTM  is  a  na:onally  representa:ve  study  measuring  digital   behaviors  among  U.S.  adults,  as  well  as  an  aatudes  and  usage  study  for   donor  and  prospects  to  charitable  organiza:ons.    Methodology:    The  study  was  fielded  in  February  2012  using  Harris  Interac:ve’s  online  research  panel,  which  consists  of  millions  of  par:cipants.    The  study  was  conducted  among  3,509  U.S.  online  adults,  age  18+,  of  which  2,432  were  iden:fied  as  12-­‐month  ac0ve  donors  (any  channel)  or  digital  prospects  (opted  in,  like,  or  follow)  of  nonprofit  organiza:ons.    }  The  maximum  margin  of  error  for  the  study  is   +/-­‐  1.7  &  2.0  percentage  points  respec:vely  for   each  popula:on.       6  
  7. 7. THE  DIGITAL  LANDSCAPE   7  
  8. 8. The  Digital  Landscape’s  Fundraising  Relevance   e   tablet  PC  penetra0on:   email  subscrip0ons:   Donors:  +65%   Donors:  +81%   Digital  prospects:  +17%   Digital  prospects:  +77%  smartphone  penetra0on:   social  media  Use:   Donors:  +17%   Donors:  +6%   Digital  prospects:  +20%   Digital  prospects:  +16%   8  
  9. 9. The  Digital  Landscape   e   9  
  10. 10. 87%  of  US  online   Email  from  companies  &   adults  receive  opt-­‐ organiza:ons   in  email       e   (but  its  use  varies   by  age)  Base:  U.S.  online  adults    (n=3,509)   10  
  11. 11. The  Digital  Landscape   e   11  
  12. 12. Social  Media   82%  of  US  online  adults   (but  its  use  varies   use  Facebook,  Twifer  or   (but  its  use  varies   by  age..  and  by   YouTube  at  least  monthly   by  age)   gender)  Base:  U.S.  online  adults    (n=3,509)   12  
  13. 13. The  Digital  Landscape   e   13  
  14. 14. Mobile  –  SMS  Messaging   23%  of  US  online  adults   have  opted  in  to  receive  text   messages  from  companies   or  organiza:ons  Base:  U.S.  online  adults    (n=3,509)   14  
  15. 15. Mobile  –  SMS  Messaging   39.3%   While  males  and  females   29.4%   have  the  same  rate  of  op:ng   in  to  SMS  messages,  females   are  more  posi:ve  about  the   experience  Base:  Mobile  text  subscribers  (n=788).  Sta:s:cally  significant  at  99%  confidence  level.     15  
  16. 16. Mobile  –  Smartphones   54%  of  US  online  adults   own  a  smartphone   (48%  for  all  US  adults:  Nielsen)  Base:  U.S.  online  adults    (n=3,509)   16  
  17. 17. The  Digital  Landscape   e   17  
  18. 18. Tablets   POLL:  Do  you  own  a  tablet   PC  such  as  an  Apple  iPad   or  Samsung  Galaxy?   18  
  19. 19. Tablets   16%  of  US  online  adults   own  a  tablet  PC  Base:  U.S.  online  adults    (n=3,509)   19  
  20. 20. Digital  Landscape  implica:ons     The  Digital  Divide  (differences  in  technology   adop:on  across  age  and  other  demographics)  is   narrowing  over  :me,  but  is  s:ll  a  factor  in   developing  the  right  media  mix:  •  Email’s  use  is  shiming,  but  it  s:ll  takes  top  billing  for   highest  ROI  among  direct  marke:ng  channels  (source:  The   DMA’s  Power  of  Direct  economic  impact  study,  2011)   —  Email  is  the  founda:on  for  addi:onal  opt-­‐in  communica:ons;   helps  drive  addi:onal  channels  like  mobile  and  social  through   content  and  contact  op:miza:on  •  Younger  demos  are  bellwethers  for  digital  adop:on  in   older  age  groups   —  Social  networking,  mobile  gaps  are  closing  with  increase  in   penetra:on,  requiring  an  integrated  marke:ng  approach     20  
  21. 21. Digital  Convergence   Mobility   Meets  content   21  
  22. 22. Digital  Convergence  implica:ons     Seamless  channel  integra:on:   •  Email  content  &  crea:ve   rendering  and  landing  page   func:onality:   —  Can  you  complete  the  call-­‐to-­‐ Ø  Smartphone  users  spend  nearly   ac:on  easily  using  a   20%  of  their  :me  with  email  from   smartphone  or  tablet   companies  or  organiza:ons  on   their  phone  or  tablet  PC   •  Mobile  web  site   func:onality  audit:   —  How  smartphone  friendly  is  Base:  Opt-­‐in  email  subscribers  with  a  smartphone  (n=1,715)   your  website?   22   —  ?  
  23. 23. PREFERRED  COMMUNICATION  CHANNELS   23  
  24. 24. POLL:  “In  general,  what  is   your  preferred  method   of  communica:ng  with   friends?”   24  
  25. 25. Communica:ng  with  friends  varies  widely   (and  predictably)  with  age   Preferred  Communica0on  Method  with  Friends  Base:  U.S.  Donors  (online  adults  who  are  12-­‐month  ac:ve  donors)  n=1,958  “In  general,  what  is  your  preferred  method  of  communica:ng  with  friends?”   25  
  26. 26. But,  the  communica:on  methods  preferred  with  friends  don’t  translate  well  for  nonprofit  communica:ons   (In  fact,  they’re  opposite)   26  
  27. 27. Younger  demos  prefer  more  email  &  social   communica:ons  from  nonprofits  of  interest;   mail  preferred  by  older  Base:  U.S.  Donors  (online  adults  who  are  12-­‐month  ac:ve  donors)  n=1,958  “Thinking  about  the  charitable  organiza:ons  you  support  or  have  an  interest  in,  what  would  be  your  preferred  way  to  receive    communica:ons  from  them?”  [Alloca:ng  100%  among  six  categories,  including  “other”]   27  
  28. 28. Current  versus  Preferred  communica:on    Base:  U.S.  Donors  (online  adults  who  are  12-­‐month  ac:ve  donors)  n=1,958  “Thinking  about  the  charitable  organiza:ons  you  support  or  have  an  interest  in,    how  do  you  currently/prefer  to  hear  from  these  organiza:ons?”  [Alloca:ng  100%  among  six  categories]   28  
  29. 29. Opportunity  to  grow  email  communica:ons  to   befer  align  with  preferences   Opportunity   Satura0on  Base:  U.S.  Donors  (online  adults  who  are  12-­‐month  ac:ve  donors)  n=1,958.    An  index  score  of  100  means  that  communica:ons  are  aligned  with  preferences.      “Thinking  about  the  charitable  organiza:ons  you  support  or  have  an  interest  in,    how  do  you  currently/prefer  to  hear  from  these  organiza:ons?”  [Alloca:ng  100%  among  six  categories,  including  “other”]     29  
  30. 30. Donor-­‐preferred  implica:ons    •  Op:mizing  email  programs:   —  Is  your  fundraising  program  incorpora:ng   engaging  content  and  targeted  contact   strategies  into  the  email  program?  •  Tes:ng:   —  Are  you  regularly  tes:ng  new/addi:onal   contact  channels  (including  phone  for  lapsed   reac:va:on)  to  balance  preference  with   performance?     30  
  31. 31. PREFERRED  GIVING  &  ACKNOWLEDGMENT  CHANNELS   31  
  32. 32. Website,  Mail  :ed  for  preferred  method  of   giving  Base:  U.S.  Donors  (online  adults  who  are  12-­‐month  ac:ve  donors)  n=1,958  “How  do  you  prefer  to  make  dona:ons  to  your  organiza:on(s)  of  choice?  Please  select  one.  “   32  
  33. 33. …  But,  the  averages  are  masking  some  HUGE   differences  by  age  Base:  U.S.  Donors  (online  adults  who  are  12-­‐month  ac:ve  donors)  n=1,958  “How  do  you  prefer  to  make  dona:ons  to  your  organiza:on(s)  of  choice?  Please  select  one.  “   33  
  34. 34. Donor-­‐preferred  implica:ons    •  Preferred  methods  of  giving  :   —  Is  your  website  op:mized  for  easy  giving?   How  many  clicks  are  required  from  start  to   finish?   —  Is  it  easy  to  give  on  tablets  or  other  mobile   devices?  •  Targe:ng:   —  Are  you  able  to  target  segments  (age  or  gender),  or  at  least   use  your  general  donor  profile  as  a  guideline  for  your   communica:on  strategy?  Leverage  insights  such  as:   §  Higher  sa:sfac:on  with  SMS  (text)  messages  among  females   §  Digital  preferences  for  targe:ng  younger  audiences,  offline  for   older   34  
  35. 35. Dona:on  Acknowledgements   Donors  es:mate  that  they  receive  an  acknowledgement   of  their  dona:on  about  72%  of  the  :me.  While  about  22%   don’t  require  an  acknowledgement,  mail  and  email  are   preferred  by  remainder   Avg.  Annual   Giving:  $472       Avg.  Annual     Giving:  $654    Base:  Donors  (n=  1,958)    “What  percentage  of  the  :me  would  you  es:mate  you  receive  an  acknowledgement  of  your  dona:on(s)?“  “How  would  you  prefer  your  dona:ons  are  acknowledged?”   35  
  36. 36. Ques:ons?   Lori  Connolly   Vice  President,  Research  &  Analy:cs   404.935.7483   lori.connolly@grizzard.com     36  

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