1.
Show Me the Money: Reaching Donors Across Generations<br />For Audio Call: 1-408-792-6300 Event Number: 935 561 018 <br />Presented By:<br />Vinay Bhagat, Founder and Chief Strategy Officer, Convio<br />Steven DelVecchio, Senior Director, Direct Response, AARP/AARP Foundation <br />Milo Sybrant, Managing Director of New Media, Amnesty International USA<br />Moderator: Jocelyn Harmon, Director of Nonprofit Services, Care2<br />May 25, 2010<br />

2.
Using WebEx<br /><ul><li>Chat & raise hand

3.
If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 935 561 018

4.
If you lose your internet connection, reconnect using the link emailed to you.

5.
WebEx Support: 1-866-229-3239</li></ul>For Audio: 1-408-792-6300 Event Number: 935 561 018 <br />

6.
This Webinar is being Recorded<br /><ul><li>The webinar will be available on the Frogloop blog at http://www.Frogloop.com

7.
You will receive a link to this presentation following the webinar.

8.
Tweeting the webinar? Use the Twitter hashtag: #Care2</li></ul>For Audio: 1-408-792-6300 Event Number: 935 561 018 <br />

9.
For Audio: 1-408-792-6300 Event Number: 935 561 018 <br />What is Care2?<br /><ul><li>13 million “do-gooders”

10.
The largest online community of people “making a difference”</li></ul>Nonprofits use Care2 for:<br /><ul><li>Online Advocacy

11.
Email list growth

12.
Donor lead acquisition

13.
Driving traffic to website

14.
Advertising and branding

15.
Surveys and research

16.
Education and outreach</li></ul>Citizens use Care2 for:<br /><ul><li>Starting or signing petitions

17.
Volunteering

18.
Donating $

19.
Spreading news

20.
Commenting on blogs

21.
Starting groups (organizing)

22.
Joining nonprofits</li></li></ul><li>Care2 Promotion for You!<br />Purchase a new Care2 campaign by June 30, 2010.<br />You’ll receive 500 additional names for FREE!<br />Email us at nonprofitservices@care2team.com for more information.<br />For Audio: 1-408-792-6300 Event Number: 935 561 018 <br />

23.
Mark Your Calendar<br />The Networked Nonprofit<br />Thursday, June 17, 2:00pm EST<br />Presenters:<br />Beth Kanter, CEO of Zoetica and Blogger in Chief at Beth’s Blog (co-author)<br />Allison Fine, Fellow, Demos (co-author)<br />Danielle Brigida, Social Media Outreach Coordinator, National Wildlife Federation<br />Mark Sirkin, Chief Community Officer, Autism Speaks<br />For Audio: 1-408-792-6300 Event Number: 935 561 018 <br />

24.
Next Generation of American Giving<br />VinayBhagat, Founder & Chief Strategy Officer, Convio<br />

25.
Fundraising Emphasis<br />Gen Y<br />Gen X<br />Boomers<br />Matures<br />

26.
Generational Giving<br />79% Give<br />30.8M donors<br />$1066 yr/avg<br />6.3 charities<br />$32.7 B/yr <br />67% Give<br />52.2M donors<br />$901 yr/avg<br />5.2 charities<br />$47.1 B/yr<br />Total annual giving<br />58% Give<br />35.9M donors<br />$796 yr/avg<br />4.2 charities<br />$28.6 B/yr <br />56% Give<br />28.5M donors<br />$341 yr/avg<br />3.6 charities<br />$9.7B/yr <br />% Giving<br />

27.
More on Gen Y<br />Social Media Habits <br />(% doing regularly)<br />Defining Values <br />Time to give backWhat’s in it for me?Online connection<br />70%<br />49%<br />25%<br />16%<br />Value<br /><ul><li> Lifetime value

28.
Lower cost appeals

29.
Active supporters/promoters</li></ul>BUT<br /><ul><li> Require multichannel appeals

30.
Tracking difficult </li></ul>Mobile Habits<br />49% Mobile ONLY phone<br />32% Mobile primary<br />42% Facebook Mobile app<br />53% Texters<br />

31.
More on Gen X<br />Social Media Habits <br />(% doing regularly)<br />Defining Values <br />Peer-motivatedSupport random, emotionalTime vs. moneyOnline connection<br />56%<br />30%<br />13%<br />11%<br />11%<br />Value<br /><ul><li> Size of gifts to top charities

32.
Lifetime value

33.
Lower-cost appeals

34.
More than dollars

35.
Viral promoters

36.
Most Educated, Higher Income</li></ul>BUT<br /><ul><li> Harder to secure</li></ul>Mobile Habits<br />28% Mobile ONLY phone<br />37% Mobile is primary<br />27% Facebook mobile app<br />40% Texters<br />

37.
More on Boomers<br />Defining Values <br />Giving more plannedEfficiency/overhead concerns2-in-10 retired <br />Tech/Media Profile<br />29% Facebook (reg)<br />(60% Total)<br />17% Texters<br />47% E-newsletters<br />55% Bank online<br />33% Shop online<br />Value<br /><ul><li> Largest cohort

38.
Size and dollars

39.
Income</li></li></ul><li>More on Matures<br />Defining Values <br />Pre-meditated giving LoyalBut guardedScrutiny <br />Tech/Media Profile<br />17% Facebook (reg)<br />(50% Total)<br />5% Texters<br />48% E-newsletters<br />57% Bank online<br />34% Shop online<br />Value<br /><ul><li> Largest annual contributions

40.
Greater # of groups

41.
Tracking/Mail responsive</li></ul>BUT<br /><ul><li> Smallest cohort and shrinking

42.
Less open to new appeals</li></li></ul><li>Giving Channels% donated this way in last 2 years (total)<br />Emerging Channels<br />

43.
Solicitation Channel (From charities/nonprofits with established relationship)<br />% say appropriate solicitation channel <br />(rank ordered by very important –blue)<br />

44.
Awareness (top charity)<br />Gen Y<br />Mainstream media 27%<br />Word of mouth 22%<br />School 18%<br />Peer to peer event 14% <br />Boomers<br />Mainstream media 28%<br />Mail19%<br />Word of mouth 16%<br />Work/job 11% <br />52% first learned childhood<br />Average time support: 4 yrs<br />55% first learned 30’s+<br />24% childhood, 21% y adult <br />Average time support: 13 yrs<br />Gen X<br />Mainstream media 24% <br />Word of mouth 18%<br />Mail 16%<br />Peer to peer event 11% <br />Work/job 11%<br />Product purchase 11%<br />Matures<br />Mail35%<br />Mainstream media 24%<br />Word of mouth 18%<br />68% first learned 30’s+<br />Average time support: 15 yrs<br />32% first learned childhood<br />Average time support: 7 yrs<br />

45.
First Engagement<br />Direct donation 42% Attended event19%<br />Visited website 27%Promoted to others 15%<br />Donated goods 23% Volunteered15%<br />Direct donation 51% Attended event 18%<br />Donated good 28% Volunteered 16%<br />Visited website19%<br />Direct donation61%<br />Donated goods 25%<br />Attended an event 13%<br />Direct donation71%<br />Donated goods 26%<br />Attended an event 13%<br />Gen Y<br />Gen X<br />Boomers<br />Matures<br />

46.
Engagement Today<br />

47.
What does this all mean?<br />

48.
Fundraising is profoundly multichannel<br />

49.
Causation may be impossible to track<br />

50.
Traditional donor databases are dinosaurs<br />

51.
Remove the silos within your organization<br />

52.
Direct mail and telemarketing need to evolve<br />

53.
Word of mouth is critical<br />

54.
Social networks are important and still evolving<br />

55.
Boomers and Gen X hold significant value<br />

56.
Mobile’s time is coming<br />

57.
Content is king<br />

58.
Download the Report<br />The Next Generation of American Giving<br />An exclusive look at the multichannel preferences and charitable habits of GenY, GenX, Boomers and Matures<br />http://www.convio.com/nextgen<br />

59.
AARP: Age as a Factor in Advocacy FundraisingSteve DelVecchio, AARP<br />

60.
AARP – Fundraising Overview<br /><ul><li> AARP full membership starts at age 50

61.
Two fundraising programs

62.
Grassroots Advocacy (C4)

63.
Foundation (C3)

64.
Donors to each program are primarily acquired through the existing membership

65.
Best performing acquisition segments are donors to the other fundraising program – as a result there are many shared donors between Advocacy and Foundation

66.
Fundraising channels are primarily direct mail and online</li></li></ul><li>AARP – Advocacy Fundraising<br /><ul><li> Age is a criteria for segmentation in fundraising efforts (for acquisition and appeals)

67.
Mature donors (65+) respond at higher rates and generate more income from direct mail appeals than Boomers (50-64)

68.
65+ members respond at higher rates to donor acquisition efforts than do 50-64 members

69.
Core messages (e.g., Health Care Reform, Social Security) are strongest performers in both age groups

70.
For some appeals, messaging will vary for each age group</li></li></ul><li>AARP – Advocacy Fundraising<br /><ul><li> RFM is the main criteria for segmenting but age is a factor

71.
Issue responsiveness is a strong indicator for giving

72.
In our March Social Security appeal, previous Social Security responders (donation & petition signers) had response rates that were 19% higher in the 65+ age group and 10% higher in the 50-54 age group than other donors</li></li></ul><li>Advocacy 2009 Direct Mail<br />Appeal Response Rates by Age<br />Acquisition Response by Age<br />

73.
Advocacy 2009 Direct Mail<br />Appeal Qty by Age<br />Appeal Income by Age<br />

74.
Advocacy 2009 Direct Mail<br />Acquisition Qty by Age<br />Acquisition Returns by Age<br />

75.
Advocacy March Acquisition<br />

76.
AARP – Advocacy Fundraising MessagingSocial Security Prospect<br />Message Variation by Age<br />50-64: “Every month … as you have for many, many years … you pay into Social Security and Medicare with the expectation of receiving …” “You are fulfilling your part of the deal, and you expect …”<br />65+: “You paid into Social Security and Medicare for many, many years …” “You have fulfilled your part of the deal, and are now depending upon receiving the full amount …”<br />

77.
AARP – Advocacy Fundraising MessagingSeptember 2009 Health Care Reform Email Test<br /><ul><li>Messaging spelling out specific benefits to those 65+ increased number of donations by 20%

78.
Control language

79.
Put an end to age discrimination from insurance companies

80.
Protect consumers and their right to chose their own doctors

81.
Protect ANYONE – from the government and insurance companies – from coming between you and your health care

82.
Language specific to 65+

83.
Close the “doughnut hole” in Medicare Part D prescription drug coverage

84.
Improve quality through better care management that coordinates chronic, acute and long-term care services and prevents dangerous, costly and avoidable re-hospitalizations.</li></li></ul><li>Show Me The Money: Reaching Donors Across GenerationsEngaging Gen Y<br />Milo Sybrant, Managing Director, New Media<br />

85.
Overview: Fundraising strategy<br />Look at big picture of supporters’ engagement with Amnesty International<br />#1 priority = mobilize a broad base of people to bring about real human rights outcomes through: <br />Sending online actions <br />Visiting Members of Congress<br />Donating to support Amnesty’s work<br />

86.
Challenge for Recruiting GenY Donors<br />Amnesty’s human rights message appeals to younger audiences<br />Our challenge is not understanding how to communicate w/Gen Y supporters <br />But how to: <br />Recruit them; and <br />Continue to engage them in our human rights campaigns<br />

87.
Demonstrating Impact<br /><ul><li>Donors are more than ever shopping for impact</li></ul>Donors want to make their dollars stretch <br />Being choosy about the organizations they support<br />Which organizations demonstrate clearly how contributions will make a direct, measurable difference in the lives of beneficiaries?<br />

88.
Demonstrating Impact (cont.)<br /><ul><li>Best way to persuade people to support our cause (regardless of age group):

89.
Demonstrate that they can make a difference for human rights

90.
Troy Davis case: clearly showed how public outcry could tip the scale in favor of justice

91.
Generated higher than average action rate

92.
Yielded donor conversion rate 3 times higher than any other campaign in 2009</li></li></ul><li>Reaching Gen Y<br />Exploring/strengthening emerging channels<br />Improving understanding of supporter profile<br />

93.
Reaching Gen Y<br />Exploring/strengthening emerging channels<br />Meeting younger donors where they are<br />Devoting staff time to maintaining/growing presence on social networks <br />Re-allocating substantial portion of our DM acquisition budget to online acquisition <br />SEM, chaperoned appeals, Google image ads, blog ads<br />

94.
Reaching Gen Y (cont.)<br /><ul><li>Benefit to Direct Mail from investing in online acquisition (v. offline):

95.
50% of our first-time online donors will renew offline

96.
Chalk this up to effective DM renewals program</li></li></ul><li>Reaching Gen Y (cont.)<br />Mobile<br />Mixed results with mobile fundraising; shifting focus to: <br />Strengthen integration between our mobile platform and eCRM<br />Expand opportunities to take action via SMS<br />Setting stage to broaden engagement & improve success with fundraising<br />

97.
Reaching Gen Y (cont.)<br />Improving understanding of supporter profile<br />Multiple databases result in incomplete picture of supporters and less than ideal user experience<br />Running quarterly email appends <br />Improving data integration<br />Segmentation based on supporter-supplied preferences <br />Considering what other types of data we should have access to in order to improve supporter engagement<br />

98.
Questions?<br />