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Presented by:
Vinay Bhagat
Mike Johnston
The Next Generation of Giving
2
© 2010 Convio, Inc.
Generational Giving
$0.
$100.
$200.
$300.
$400.
$500.
$600.
$700.
$800.
$900.
$1,000.
$1,100.
$1,200.
30% 40% 50% 60% 70% 80% 90%
% Giving
Totalannualgiving
Boomers
Gen X
Matures
Gen Y
58% Give
35.9M donors
$796 yr/avg
4.2 charities
$35.9 B/yr
56% Give
28.5M donors
$341 yr/avg
3.6 charities
$9.7B/yr
67% Give
52.2M donors
$901 yr/avg
5.2 charities
$47.1 B/yr
79% Give
30.8M donors
$1066 yr/avg
6.3 charities
$32.7 B/yr
3
© 2010 Convio, Inc.
Donations plans to top charity next year
Future Giving
31%
46%
4%
19%
24%
48%
4%
24%
17%
54%
2%
27%
8%
61%
3%
28%
Increase Same Decrease DK
Gen Y
Gen X
Boomers
Matures
4
© 2010 Convio, Inc.
Mobile Habits
49% Mobile ONLY phone
32% Mobile primary
42% Facebook Mobile app
53% Texters
Defining Values
Time to give back
What’s in it for me?
Online connection
Social Media Habits
(% doing regularly)
70% 49% 25% 16%Value
• Size
• Lifetime value
• Lower cost appeals
• Active supporters/promoters
BUT
• Require multichannel appeals
• Tracking difficult
More on Gen Y
5
© 2010 Convio, Inc.
Defining Values
Peer-motivated
Support random, emotional
Time vs. money
Online connection
Value
• Size of gifts to top charities
• Lifetime value
• Lower-cost appeals
• More than dollars
• Viral promoters
• Most Educated, Higher Income
BUT
• Harder to secure
Social Media Habits
(% doing regularly)
56% 30% 13% 11% 11%
Mobile Habits
28% Mobile ONLY phone
37% Mobile is primary
27% Facebook mobile app
40% Texters
More on Gen X
6
© 2010 Convio, Inc.
Defining Values
Giving more planned
Efficiency/overhead concerns
2-in-10 retired
Value
• Largest cohort
• Size and dollars
• Income
Tech/Media Profile
29% Facebook (reg)
(60% Total)
17% Texters
47% E-newsletters
55% Bank online
33% Shop online
More on Boomers
7
© 2010 Convio, Inc.
Defining Values
Pre-meditated giving Loyal
But guarded
Scrutiny
Value
• Largest annual contributions
• Greater # of groups
• Tracking/Direct mail responsive
BUT
• Smallest cohort and shrinking
• Less open to new appeals
Tech/Media Profile
17% Facebook (reg)
(50% Total)
5% Texters
48% E-newsletters
57% Bank online
34% Shop online
More on Matures
8
© 2010 Convio, Inc.
GEN Y GEN X BOOMERS MATURES
48% 57% 52% 48%
26% 43% 54% 77%
28% 35% 32% 30%
29% 35% 31% 25%
22% 28% 28% 31%
22% 22% 27% 35%
25% 27% 17% 12%
8% 10% 16% 25%
11% 17% 14% 11%
14% 13% 4% 2%
9% 6% 4% 2%
% donated this way in last 2 years (total)
52%
49%
32%
31%
27%
26%
20%
14%
14%
8%
5%
Checkout Donation
Check by Mail
Gift Shop
Website
Fundraising Event
Honor/Tribute Gift
Third Party Vendor
Phone
Monthly Debit
Mobile/Text
Social Networking Site
Giving Channels
Emerging
Channel
9
© 2010 Convio, Inc.
52%
41%
28%
22%
15%
8%
Peer to
Peer
Mail
Email
Social
Media
Phone
Text
Solicitation Channel Appropriateness
(From charities/nonprofits with established relationship)
% say appropriate solicitation channel
(rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE
84% 87% 89% 82% 76%
77% 77% 79% 74% 77%
65% 76% 69% 60% 51%
47% 69% 60% 38% 17%
42% 51% 42% 39% 34%
23% 38% 25% 16% 13%
10
© 2010 Convio, Inc.
Heard a lot,
57%
Heard some,
20%
23%
Yes No
Awareness of Haiti Text-to-Donate
77% total
Heard a lot
Gen Y: 60%
Gen X: 64%
Boomers: 52%
Matures: 50%
Seen/heard anything recently about making a donation via
text for earthquake relief in Haiti?
11
© 2010 Convio, Inc.
Gen Y
Mainstream media 27%
Word of mouth 22%
School 18%
Peer to peer event 14%
Gen X
Mainstream media 24%
Word of mouth 18%
Mail 16%
Peer to peer event 11%
Work/job 11%
Product purchase 11%
Boomers
Mainstream media 28%
Mail 19%
Word of mouth 16%
Work/job 11%
Matures
Mail 35%
Mainstream media 24%
Word of mouth 18%
52% first learned childhood
Average time support: 4 yrs
68% first learned 30’s+
Average time support: 15 yrs
32% first learned childhood
Average time support: 7 yrs
55% first learned 30’s+
24% childhood, 21% y adult
Average time support: 13 yrs
Awareness (top charity)
12
© 2010 Convio, Inc.
Direct donation 42% Attended event 19%
Visited website 27% Promoted to others 15%
Donated goods 23% Volunteered 15%
Direct donation 51% Attended event 18%
Donated good 28% Volunteered 16%
Visited website 19%
Direct donation 61%
Donated goods 25%
Attended an event 13%
Direct donation 71%
Donated goods 26%
Attended an event 13%
Gen Y
Gen X
Boomers
Matures
First Engagement
13
© 2010 Convio, Inc.
68%
28%
23%
13%
12%
12%
8%
7%
6%
Donate directly charity
Donate goods (clothing, food)
Visit their website
Volunteer
Support friend walk/run/etc
Promote them online
Fundraise
Participate in walk/run/event
Advocacy campaigns
Engagement Today
GEN Y GEN X BOOMERS MATURES
50% 66% 76% 81%
26% 30% 30% 23%
34% 23% 20% 13%
14% 17% 11% 7%
16% 13% 11% 6%
19% 14% 9% 5%
13% 8% 7% 4%
13% 9% 5% 3%
8% 9% 5% 2%
14
© 2010 Convio, Inc.
41% 45%
55%
66%
12%
12%
7%
6%
18% 13%
13%
10%16% 18% 17%
11%7% 4% 2% 1%
Gen Y Gen X Boomers Matures
“Making a Difference”
Where do you think you can make the most difference with (top charity)?
Money
Volunteer
Donate goods
Spread word
Fundraise
15
© 2010 Convio, Inc.
16
© 2010 Convio, Inc.
Channel Comparison
5%
8%
14%
14%
20%
26%
27%
31%
49%
52%
2%
3%
14%
17%
18%
31%
39%
33%
23%
59%
Social Networking Site
Mobile/Text
Phone
Monthly Debit
Third Party Vendor
Honor/tribute Gift
Fundraising Event
Website
Mailed gift
Checkout Donation
17
© 2010 Convio, Inc.
Monthly Giving Comparison
0%
5%
10%
15%
20%
25%
30%
Gen Y Gen X Boomers Civics
Email Address Collection
19
© 2010 Convio, Inc.
Boomers and Gen X hold
significant value
20
© 2010 Convio, Inc.
Cycle event for health related
charity – raising millions of
dollars per year
Gen X, Gen Y,
and Boomers are
the leaders in
this fundraising
endeavour.
21
© 2010 Convio, Inc.
Fundraising is
profoundly multichannel
22
© 2010 Convio, Inc.
Causation might be
impossible to track
23
© 2010 Convio, Inc.
Traditional donor
databases are dinosaurs
24
© 2010 Convio, Inc.
Remove the
silos within your
organization
25
© 2010 Convio, Inc.
26
© 2010 Convio, Inc.
27
© 2010 Convio, Inc.
Direct mail and
telemarketing
need to evolve
28
© 2010 Convio, Inc.
Cross Channel Acquisition:
New York Public Library
• One segment of advocates we’re mailed
before the end of the year to ask for a gift
supporting essential services at the
Library.
– 3.24% direct mail response rate
– $59 direct mail average gift
– Average response on prospecting packages
0.30%
29
© 2010 Convio, Inc.
Channel integration makes money...
An email was sent along with
some of the direct mail
packages
Average gift
• DM only = $49
• DM and email = $105
30
© 2010 Convio, Inc.
Word of
mouth is
critical
Proprietary and Confidential
• tracking the impact that sites like Facebook
make to fundraising and campaigning
hjcProprietary & Confidential 32
33
© 2010 Convio, Inc.
Social networks
are important and
still evolving
34
© 2010 Convio, Inc.
Mobile’s time
is coming
35
© 2010 Convio, Inc.
One million text leads in 51days.
36
© 2010 Convio, Inc.
What do you do with 800,000 new contacts?
You knock down some walls to make room for
another channel…
9.65% conversion
to monthly giving:
15,388
170,658 called
on their mobile
phones
50% converted
to monthly
giving7.6 million
dollars LTV
(over 5 years)
Average gift 3.28
dollars/month
37
© 2010 Convio, Inc.
• Gaza conflict early 2009: Save the
Children ran National press campaign -
text support for a ceasefire.
• Call to action – text CEASEFIRE’ - pass
details onto friends and family .
• Campaign goes viral - 182,000 people
text - petition taken the government
• All supporters were called on their mobile
phones and prior to the call we had no
information (name, address, etc) about
these prospects.
• 4.7% converted to monthly giving -
approximately 5,000 new donors
38
© 2010 Convio, Inc.
Use the whole
donor pyramid
39
© 2010 Convio, Inc.
Online will be increasingly important for
major gifts and legacy giving
40
© 2010 Convio, Inc.
Country Legacies
revealed
Legacy leads
Canada 15 103
Canada 22 232
United States 52 164
Mexico 9 1,043
Four Legacy Online Surveys
41
© 2010 Convio, Inc.
In the end, is it all worth it?
Offline w/ No
Email
Offline w/
Email
Online Only Online/Offline
Value/Donor $43 $54 $57 $156
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
Value/Donor
Multichannel donors are nearly 3x more valuable than
single channel donors.
Source: Defenders of Wildlife Jul08-Jun09
42
© 2010 Convio, Inc.
Content is king
43
© 2010 Convio, Inc.
Questions?
• Vinay Bhagat | vinay@convio.com
• Mike Johnston | mjohnston@hjcnewmedia.com
Download the full report
• www.convio.com/nextgeneration
Continue the discussion
• Research hashtag: #nextgen Summit hashtag: #convio10
• Convio Blog: www.connectioncafe.com
• hjc Blog: http://hjcnewmedia.com/

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Summit 2010 next_gen_final

  • 1. NO BOUNDARIES Presented by: Vinay Bhagat Mike Johnston The Next Generation of Giving
  • 2. 2 © 2010 Convio, Inc. Generational Giving $0. $100. $200. $300. $400. $500. $600. $700. $800. $900. $1,000. $1,100. $1,200. 30% 40% 50% 60% 70% 80% 90% % Giving Totalannualgiving Boomers Gen X Matures Gen Y 58% Give 35.9M donors $796 yr/avg 4.2 charities $35.9 B/yr 56% Give 28.5M donors $341 yr/avg 3.6 charities $9.7B/yr 67% Give 52.2M donors $901 yr/avg 5.2 charities $47.1 B/yr 79% Give 30.8M donors $1066 yr/avg 6.3 charities $32.7 B/yr
  • 3. 3 © 2010 Convio, Inc. Donations plans to top charity next year Future Giving 31% 46% 4% 19% 24% 48% 4% 24% 17% 54% 2% 27% 8% 61% 3% 28% Increase Same Decrease DK Gen Y Gen X Boomers Matures
  • 4. 4 © 2010 Convio, Inc. Mobile Habits 49% Mobile ONLY phone 32% Mobile primary 42% Facebook Mobile app 53% Texters Defining Values Time to give back What’s in it for me? Online connection Social Media Habits (% doing regularly) 70% 49% 25% 16%Value • Size • Lifetime value • Lower cost appeals • Active supporters/promoters BUT • Require multichannel appeals • Tracking difficult More on Gen Y
  • 5. 5 © 2010 Convio, Inc. Defining Values Peer-motivated Support random, emotional Time vs. money Online connection Value • Size of gifts to top charities • Lifetime value • Lower-cost appeals • More than dollars • Viral promoters • Most Educated, Higher Income BUT • Harder to secure Social Media Habits (% doing regularly) 56% 30% 13% 11% 11% Mobile Habits 28% Mobile ONLY phone 37% Mobile is primary 27% Facebook mobile app 40% Texters More on Gen X
  • 6. 6 © 2010 Convio, Inc. Defining Values Giving more planned Efficiency/overhead concerns 2-in-10 retired Value • Largest cohort • Size and dollars • Income Tech/Media Profile 29% Facebook (reg) (60% Total) 17% Texters 47% E-newsletters 55% Bank online 33% Shop online More on Boomers
  • 7. 7 © 2010 Convio, Inc. Defining Values Pre-meditated giving Loyal But guarded Scrutiny Value • Largest annual contributions • Greater # of groups • Tracking/Direct mail responsive BUT • Smallest cohort and shrinking • Less open to new appeals Tech/Media Profile 17% Facebook (reg) (50% Total) 5% Texters 48% E-newsletters 57% Bank online 34% Shop online More on Matures
  • 8. 8 © 2010 Convio, Inc. GEN Y GEN X BOOMERS MATURES 48% 57% 52% 48% 26% 43% 54% 77% 28% 35% 32% 30% 29% 35% 31% 25% 22% 28% 28% 31% 22% 22% 27% 35% 25% 27% 17% 12% 8% 10% 16% 25% 11% 17% 14% 11% 14% 13% 4% 2% 9% 6% 4% 2% % donated this way in last 2 years (total) 52% 49% 32% 31% 27% 26% 20% 14% 14% 8% 5% Checkout Donation Check by Mail Gift Shop Website Fundraising Event Honor/Tribute Gift Third Party Vendor Phone Monthly Debit Mobile/Text Social Networking Site Giving Channels Emerging Channel
  • 9. 9 © 2010 Convio, Inc. 52% 41% 28% 22% 15% 8% Peer to Peer Mail Email Social Media Phone Text Solicitation Channel Appropriateness (From charities/nonprofits with established relationship) % say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE 84% 87% 89% 82% 76% 77% 77% 79% 74% 77% 65% 76% 69% 60% 51% 47% 69% 60% 38% 17% 42% 51% 42% 39% 34% 23% 38% 25% 16% 13%
  • 10. 10 © 2010 Convio, Inc. Heard a lot, 57% Heard some, 20% 23% Yes No Awareness of Haiti Text-to-Donate 77% total Heard a lot Gen Y: 60% Gen X: 64% Boomers: 52% Matures: 50% Seen/heard anything recently about making a donation via text for earthquake relief in Haiti?
  • 11. 11 © 2010 Convio, Inc. Gen Y Mainstream media 27% Word of mouth 22% School 18% Peer to peer event 14% Gen X Mainstream media 24% Word of mouth 18% Mail 16% Peer to peer event 11% Work/job 11% Product purchase 11% Boomers Mainstream media 28% Mail 19% Word of mouth 16% Work/job 11% Matures Mail 35% Mainstream media 24% Word of mouth 18% 52% first learned childhood Average time support: 4 yrs 68% first learned 30’s+ Average time support: 15 yrs 32% first learned childhood Average time support: 7 yrs 55% first learned 30’s+ 24% childhood, 21% y adult Average time support: 13 yrs Awareness (top charity)
  • 12. 12 © 2010 Convio, Inc. Direct donation 42% Attended event 19% Visited website 27% Promoted to others 15% Donated goods 23% Volunteered 15% Direct donation 51% Attended event 18% Donated good 28% Volunteered 16% Visited website 19% Direct donation 61% Donated goods 25% Attended an event 13% Direct donation 71% Donated goods 26% Attended an event 13% Gen Y Gen X Boomers Matures First Engagement
  • 13. 13 © 2010 Convio, Inc. 68% 28% 23% 13% 12% 12% 8% 7% 6% Donate directly charity Donate goods (clothing, food) Visit their website Volunteer Support friend walk/run/etc Promote them online Fundraise Participate in walk/run/event Advocacy campaigns Engagement Today GEN Y GEN X BOOMERS MATURES 50% 66% 76% 81% 26% 30% 30% 23% 34% 23% 20% 13% 14% 17% 11% 7% 16% 13% 11% 6% 19% 14% 9% 5% 13% 8% 7% 4% 13% 9% 5% 3% 8% 9% 5% 2%
  • 14. 14 © 2010 Convio, Inc. 41% 45% 55% 66% 12% 12% 7% 6% 18% 13% 13% 10%16% 18% 17% 11%7% 4% 2% 1% Gen Y Gen X Boomers Matures “Making a Difference” Where do you think you can make the most difference with (top charity)? Money Volunteer Donate goods Spread word Fundraise
  • 16. 16 © 2010 Convio, Inc. Channel Comparison 5% 8% 14% 14% 20% 26% 27% 31% 49% 52% 2% 3% 14% 17% 18% 31% 39% 33% 23% 59% Social Networking Site Mobile/Text Phone Monthly Debit Third Party Vendor Honor/tribute Gift Fundraising Event Website Mailed gift Checkout Donation
  • 17. 17 © 2010 Convio, Inc. Monthly Giving Comparison 0% 5% 10% 15% 20% 25% 30% Gen Y Gen X Boomers Civics
  • 19. 19 © 2010 Convio, Inc. Boomers and Gen X hold significant value
  • 20. 20 © 2010 Convio, Inc. Cycle event for health related charity – raising millions of dollars per year Gen X, Gen Y, and Boomers are the leaders in this fundraising endeavour.
  • 21. 21 © 2010 Convio, Inc. Fundraising is profoundly multichannel
  • 22. 22 © 2010 Convio, Inc. Causation might be impossible to track
  • 23. 23 © 2010 Convio, Inc. Traditional donor databases are dinosaurs
  • 24. 24 © 2010 Convio, Inc. Remove the silos within your organization
  • 27. 27 © 2010 Convio, Inc. Direct mail and telemarketing need to evolve
  • 28. 28 © 2010 Convio, Inc. Cross Channel Acquisition: New York Public Library • One segment of advocates we’re mailed before the end of the year to ask for a gift supporting essential services at the Library. – 3.24% direct mail response rate – $59 direct mail average gift – Average response on prospecting packages 0.30%
  • 29. 29 © 2010 Convio, Inc. Channel integration makes money... An email was sent along with some of the direct mail packages Average gift • DM only = $49 • DM and email = $105
  • 30. 30 © 2010 Convio, Inc. Word of mouth is critical
  • 31. Proprietary and Confidential • tracking the impact that sites like Facebook make to fundraising and campaigning
  • 33. 33 © 2010 Convio, Inc. Social networks are important and still evolving
  • 34. 34 © 2010 Convio, Inc. Mobile’s time is coming
  • 35. 35 © 2010 Convio, Inc. One million text leads in 51days.
  • 36. 36 © 2010 Convio, Inc. What do you do with 800,000 new contacts? You knock down some walls to make room for another channel… 9.65% conversion to monthly giving: 15,388 170,658 called on their mobile phones 50% converted to monthly giving7.6 million dollars LTV (over 5 years) Average gift 3.28 dollars/month
  • 37. 37 © 2010 Convio, Inc. • Gaza conflict early 2009: Save the Children ran National press campaign - text support for a ceasefire. • Call to action – text CEASEFIRE’ - pass details onto friends and family . • Campaign goes viral - 182,000 people text - petition taken the government • All supporters were called on their mobile phones and prior to the call we had no information (name, address, etc) about these prospects. • 4.7% converted to monthly giving - approximately 5,000 new donors
  • 38. 38 © 2010 Convio, Inc. Use the whole donor pyramid
  • 39. 39 © 2010 Convio, Inc. Online will be increasingly important for major gifts and legacy giving
  • 40. 40 © 2010 Convio, Inc. Country Legacies revealed Legacy leads Canada 15 103 Canada 22 232 United States 52 164 Mexico 9 1,043 Four Legacy Online Surveys
  • 41. 41 © 2010 Convio, Inc. In the end, is it all worth it? Offline w/ No Email Offline w/ Email Online Only Online/Offline Value/Donor $43 $54 $57 $156 $0 $20 $40 $60 $80 $100 $120 $140 $160 $180 Value/Donor Multichannel donors are nearly 3x more valuable than single channel donors. Source: Defenders of Wildlife Jul08-Jun09
  • 42. 42 © 2010 Convio, Inc. Content is king
  • 43. 43 © 2010 Convio, Inc. Questions? • Vinay Bhagat | vinay@convio.com • Mike Johnston | mjohnston@hjcnewmedia.com Download the full report • www.convio.com/nextgeneration Continue the discussion • Research hashtag: #nextgen Summit hashtag: #convio10 • Convio Blog: www.connectioncafe.com • hjc Blog: http://hjcnewmedia.com/

Notas do Editor

  1. (64% of US adults qualifiedAbout 148 million donors)Pie Chart size represents size of ADULT population for that Generation(Animated- Matures First) Matures have the highest percentage of donors. Highest yearly average donation, and, the highest aggregate projected donation. But, they are our smallest population and have one of the smallest actual number of donors by Generation . Plus, by virtue of their age, their lifetime potential is dwindling. Boomers average yearly donation is smaller than matures, but have a high percentage of donors, and given their population size, actually generate more in dollars than any other generation. Our Gen Xers, the next largest population actually generate more than Matures, due to donor population size. Their average annual contribution is lower vs. older groups, but still impressive. Plus, their lifetime potential is much greater. Gen Y is more about future potential, with over half currently donating, posting annual contributions averaging about $340, generating over $28 B a year. Another trend we see is that younger generations give give to fewer charities, but when they give, they give similar amounts as older donorsSpend a lot of time focused and soliciting these groups (point to Matures), But the vast majority of the donor universe are Boomers, Gen Y and X – represent huge opportunity in terms of sheer numbers, and will only get more valuable (from a dollar perspective) over timeHence as a fundraiser, if you have the ability to attract them, they can be economic in current terms, and of course constitute higher potential life time value, plus contribute to outreach due to their social networks/ peer influence.Hence as a fundraiser, if you have the ability to attract them, they can be economic in current terms, and of course constitute higher potential life time value, plus contribute to outreach due to their social networks/ peer influence.Question wording:Q4. Approximately how many nonprofit organizations and charitable causes have you donated to in the past 12 months? Q6. Approximately how much do you give in total each year to all charitable or cause-oriented organizations, excluding your school and place of worship? Blue numbering in the table on the right indicates significance at the 95% confidence level
  2. While pluralities to majorities of each age cohort plan to maintain their current level of giving to their top charity A higher proportion of younger donors plan to increase their donations to their top charity next year Older you get, more likely to maintain the status quoQ21: Are you likely to: Increase your donation next year, decrease your donation next year, continue giving the same amount next year.
  3. Time to Give BackJust starting out, don’t have a lot time or money to giveAt point in life where would like to increase my $/time commitment to charityWhat’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
  4. Random, Peer Motivated SupportMost of the charitable giving is random (who asks, emotions)More likely to support a charity when friends/family ask vs. the charity Time vs. MoneyVolunteering is a priority for me Can make more of a difference volunteering my time What’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
  5. Random, Peer Motivated SupportMost of the charitable giving is random (who asks, emotions)More likely to support a charity when friends/family ask vs. the charity Time vs. MoneyVolunteering is a priority for me Can make more of a difference volunteering my time What’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
  6. Random, Peer Motivated SupportMost of the charitable giving is random (who asks, emotions)More likely to support a charity when friends/family ask vs. the charity Time vs. MoneyVolunteering is a priority for me Can make more of a difference volunteering my time What’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
  7. Lot of information on this chart. Two most common ways to “give back” are what I know some of you refer to as “tipping” – leaving a buck for charity here or there at the supermarket, etc; and of course check by mail. But what I really want to focus on is some of the generational differences. Gen Y most likely to give in small ways -- $1 at checkout type of gift. No one prevalent channel beyond that -- as likely to give via website as check, same numbers at gift shop, event, etc. More than 1-in-10 say they have participated in mobile philanthropy. Giving thru SM more prevalent than other generations, but still small. Gen X true multi-channel givers -- more likely to give through many of these channels than other generations. Most likely to make online donations (though still a little less than good old check). Both X and Y more likely to participate in something like Gap Red campaign where part of the proceeds fr third party vendor purchase goes to charity. In focus groups we heard that this is a way that they can easily and affordably be charitable. Win-win (i.e. Gap – “I shop there anyway, and it’s a way to feel good”). X using monthly debit more than other cohorts. –NOT REALLY -- THE DIFFERENCE IS WITHIN THE MOE Matures (and Boomers) most likely to mail in a check. A third of Matures have made tribute gifts. More have given via phone solicitation than other generations (though still just a quarter).Q7: Which of the following giving methods have you used in the past 2 years (select all that apply).Bold numbering in the table on the right indicates significance at the 95% confidence level
  8. WOM is seen as the most effective solicitation channel for Gen Y, X, and Boomers For Matures, direct mail is just as effective Younger generations are more open to other forms of solicitation: email (just as effective as dm with Y), social media, phone (though note that they are less likely to have a landline, and we heard in the focus group not as familiar with telemarketing) Mobile solicitation is still its infancy (more on this in a few minutes), but has more acceptance among younger audiences.All generations much more guarded with direct communications if no relationship in place, gets worse as gets older. Mass media the one accepted channel (74% appropriate). Big theme heard in focus groups is Control -- skepticism about getting manipulated. Feel like traditional solicitation channels – phone and mail – are manipulative. They want to feel like they made the choice/they are in control. Giving after hearing a mass media story, and/or being solicited by a friend makes them feel like they made a choice. Prospecting direct mail more acceptable than email across generations by 2:1 (45% to 21%) (different than what we saw on previous slide), but donors described that responding is not always a “feel good” experienceQ22 :Below are a variety of different ways that a charity may approach you and ask for a monetary donation. For each, please indicate how appropriate that approach is.Bold numbering in the table on the right indicates significance at the 95% confidence level
  9. Large majorities of donors report hearing about the mobile philanthropy efforts around Haiti emergency relief. The message cut through the clutter more with younger generations.
  10. Given 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]
  11. 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
  12. Giving money is the #1 way all generations engage with their top charity today (and increases about 10 pts from first engagement across board) However, younger generations are more likely to engage in all other forms of support w/ their top charity – particularly online engagement (visit website, social media promoter). Active vs. passive engagement.Q15: And how are you currently involved with [top charity] today? (Select items done in past 12 months)Bold numbering in the table on the right indicates significance at the 95% confidence level
  13. Money always trumps other forms of support, but if you look at that dark blue slice, you will see that it continues to grow over time. Money is a smaller piece of the equation for Gen Y and X, offset mostly by other forms of support (read)Q18: Still thinking about the present time, where do you feel you can make the most difference with (Charity).
  14. Lot of information on this chart. Two most common ways to “give back” are what I know some of you refer to as “tipping” – leaving a buck for charity here or there at the supermarket, etc; and of course check by mail. But what I really want to focus on is some of the generational differences. Gen Y most likely to give in small ways -- $1 at checkout type of gift. No one prevalent channel beyond that -- as likely to give via website as check, same numbers at gift shop, event, etc. More than 1-in-10 say they have participated in mobile philanthropy. Giving thru SM more prevalent than other generations, but still small. Gen X true multi-channel givers -- more likely to give through many of these channels than other generations. Most likely to make online donations (though still a little less than good old check). Both X and Y more likely to participate in something like Gap Red campaign where part of the proceeds fr third party vendor purchase goes to charity. In focus groups we heard that this is a way that they can easily and affordably be charitable. Win-win (i.e. Gap – “I shop there anyway, and it’s a way to feel good”). X using monthly debit more than other cohorts. –NOT REALLY -- THE DIFFERENCE IS WITHIN THE MOE Matures (and Boomers) most likely to mail in a check. A third of Matures have made tribute gifts. More have given via phone solicitation than other generations (though still just a quarter).Q7: Which of the following giving methods have you used in the past 2 years (select all that apply).Bold numbering in the table on the right indicates significance at the 95% confidence level
  15. US has a far greater reliance on direct mail than Canadian – especially for prospecting – Canadian donors are more likely to respond at fundraising events, give monthly or donate in honor/tribute. Mobile and social media are much more prolific in US. May bebecausemajor social network channels have been around for longer in the US. US mobile giving refulation much more freedom that in Canada. Regulations are only just now starting to open up. Checkout :58Mailed gift:27Website:32FR event: 41Honour/Tribute: 34Third party vendor: 17Monthly giving: 25Phone: 17Mobile: 3Social networking : 3
  16. Justfyi these #s do not change for generations but have to make the point here that these are all within the margin of error, so the differences are not statistically significant between Can. Generations. That is, we would read the results for Gen Y the same as Civics here for Canada. We will only generally report only things that ARE indeed signif. and what is signif is the overall difference between countries as per your first slide, AND that there is a statistically signif difference e.g. between Gen X and Gen Y and Civics in US but we did not find this to be the case here. Part of this is that we’ve set our margin of error higher -- we are using 4% instead of 2% -- we tend to err on the side of caution with MOE even if our reading may not be quite as senstive.. I wll ask Armand though if we can perform a T-test on it to determine its true sgnificance in this case.
  17. It’s not too early to be courting Gen Ys, but the really significant value lies with Gen X and Boomers
  18. Fundraising is profoundly multichannel
  19. Causation may be impossible to track – chicken or the egg argument
  20. The donor database of the future must track all channels and interactions
  21. Message/channel integration is a more urgent priority than ever.
  22. One organization’s goal to better integrate online and offline fundraising:A new staff person is being put into the fundraising department who will coordinate ALL web related activitiesThey will report to the Director of Advancement – FundraisingBut this can only happen with the buy-in of the CEO
  23. MarkHighlight:Smooth Transition – we will facilitate the design and implementation of a plan for the amalgamation process.Strategic and Tactical development – during the overlap period, we will work with CCS to build KPIs/set strategy. We will take a multi-channel approach. We will focus on data and build a segmentation strategy – looking at how we will convert one time donors to multi donors; single/multi donors to monthly; reactivating lapsed, etc.Success Factors for Transforming an online and integrated fundraising operationStrategic and Tactical developmentIntegrated multi-channel approachAlignment of structure, culture and skills with strategy
  24. The role of social networks in fundraising is important, and still evolving
  25. Mobile’s time is coming, whatever that is
  26. None of this is as important as the content you produce
  27. None of this is as important as the content you produce