accenture public service citizen survey nonprofits · solutions in strategy, consulting, digital,...

ACCENTURE PUBLIC

SERVICE CITIZEN SURVEY

NONPROFITS

JULY 2017

WHATPEOPLEWANT

WHAT DO PEOPLE WANT FROM DIGITAL NONPROFITS?

We asked citizens across six countries: Australia, France, Germany, Singapore, UK and USA

Copyright 2017 Accenture. All rights reserved.

• ARE OPEN TO NONPROFIT INNOVATION

• THINK NONPROFITS CAN DO BETTER

• WILLING TO INCREASE GIVING FOR MORE PERSONALIZATION

RESULTS: NONPROFIT CONSTITUENTS

3Copyright 2017 Accenture. All rights reserved.

22

1520 21

9

21

3532 33 32

35

2731

28

4752

4844

64

48

37

Global US Australia UK Singapore France Germany

Disagree/Strongly Disagree Neutral Agree/Strongly Agree

DIGITAL GIVING IS DESIREDAbout half would like to be able to make charitable contributions to nonprofits via digital channels; in Singapore the percentage is higher (64%) and in Germany it is lower (37%)

I would like to be able to

make charitable contributions

to nonprofit organizations via

digital channels (e.g., through

a website, mobile application,

or social media).

Percentages are based on a 5-point scale where 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5=Strongly Agree.


5

CONSTITUENTS ARE TECH SAVVYSix in 10 (70% in Singapore) think nonprofits should use more digital technology, and only about half or less (31% in Germany) think nonprofits use digital technology effectively today

Nonprofit organizations should

use more digital technology

(such as social media, online

portals, mobile apps, handheld

devices, etc.) to communicate

with donors, business partners,

and people they serve.


9 710 10 8 9 9

30 30 30 32

22

30 31

6164

59 59

70

61 60




PERSONALIZATION IS KEY…A strong majority (60%) value a personalized experience when interacting with nonprofits

9 8 10 85

138

2419

24 2225

28 26

60

69

60 6267

47

59

Global US Australia UK Singapore Germany France



It is important to have a

personalized experience when

interacting with an organization

that I’m volunteering with or

donating to.


…BUT CURRENT PERSONALIZATION IS LACKINGGlobally, less than half are satisfied with the personalization they receive from nonprofits. The highest level of satisfaction is in the US where only about half are satisfied, and the lowest is Germany

7 6 7 5 58 10

36

2933 35

38 36

4544

53

4540

49

43

31

13 1215

20

812 14


Unsatisfied/Not at all Satisfied Neutral Satisfied/Very Satisfied N/A

How satisfied are you with the

personalized experience

provided by the non-profit

organizations to which you

contribute?

Percentages are based on a 5-point scale where 1=Not at all Satisfied, 2=Unsatisfied, 3=Neutral, 4=Satisfied, and 5=Very Satisfied.


OUTCOMES ARE CRITICAL…Fully 8 in 10 citizens consider it important to know the real outcomes of their charitable donations or volunteer work with nonprofit organizations

3 3 2 3 2 3 3

12 11 12 12 1310

13

81 83 82 80 82 81 80


Unimportant/Not at all Important Neutral Important/Very Important

How important is it for you to

know the real outcomes of your

charitable donations or volunteer

work with nonprofit organizations

to which you contribute?

Percentages are based on a 5-point scale where 1=Not at all Important, 2=Unimportant, 3=Neutral, 4=Important, and 5=Very Important.


…FOR A SUCCESSFUL PERSONAL EXPERIENCEIn the US, 2/3 (66%) value real outcomes in creating a personalized experience.

64 5 7

49 9

2621

2926 24

2924

59

66

5653

67

5356

10 9 1014

510 11


Disagree/Strongly Disagree Neutral Agree/Strongly Agree N/A

Informing me about the real

outcomes of my charitable

donations or volunteer work

would create a more

personalized experience for me

with non-profit organizations to

which I contribute.



SOCIAL MEDIA NEEDS IMPROVEMENTGlobally, less than half think nonprofits use social media effectively. Again US and SG at the top and Germany lags

118

11 10 8

14 14

3530

36 35 35 3537

41

50

39 38

50

40

32

13 12 1417

7

1217


Disagree/Strongly Disagree Neutral Agree/Strongly Agree N/A

The non-profit organizations to

which I contribute are effective

at using social media in a way

that engages and motivates me

to share, promote, and spread

the word about issues important

to me.



EMAIL STILL #1, BUT NOT FOR MILLENNIALSGlobally, Email is still the most preferred method for digital communication, except for millennials where website (22%), Email (21%), and Social Media (20%) are basically the same

21

25

20 2017

23

18

9 97

10

15

8 6

13 1411

13 13 13 11

2926

30 29

33

25

34

13 14 1512

16 16

6

1512

17 16

6

16

25


Website Mobile app Social media Email It doesn’t matter N/A

What is your preferred

method for digitally

communicating with

non-profit organizations

to which you contribute?


PERSONALIZATION WILL BE REWARDED…More than 4 in 10 would be willing to donate or volunteer more to a nonprofit offering a personalized experience

1915 17 19

9

26

19

3128

32 31 33 31 31

45

55

44 43

56

34

45



I would be willing to donate more

money or volunteer more time to

a nonprofit that offered me a

personalized experience.



…FROM 10% TO OVER 50% INCREASED DONATIONSGlobally, almost half would be willing to donate at least 10% more for a personalized experience, but in the U.S., that becomes a clear majority, 25% would give 25%+, and 8% would give >50%

36

26

41 41

26

49

34

3034

2426

43

24

29

11

17

1012 11

9 10

3

8

2 24 3 2

1916

2219

17 15

25


No more 10-25% more

Between 25% and 50% more More than 50% more

N/A

How much more money or

time would you be willing to

donate to a nonprofit that

offered you a personalized

experience, compared to a

nonprofit that did not

personalize the experience?


AGE IS A KEY FACTOR61% of millennials are willing to donate MORE for personalization, and as we have seen much more social-media friendly, than older citizens

23

14

2927

16

31

24

3840

34 35

47

34

40

1822

1519 18 18

16

5

10

4 3 47

4

15 14

1916

1410

16


No more 10-25% more

Between 25% and 50% more More than 50% more

N/A

How much more money or

time would you be willing to

donate to a nonprofit that

offered you a personalized

experience, compared to a

nonprofit that did not

personalize the experience?

14

AGE 18-34 ONLY


15

ELAINE TURVILLE

Managing Director – Human Service &

Nonprofit, Accenture North America

[email protected]

@ElaineKTurville

https://www.linkedin.com/in/elainekturville

AMIT PATEL

Associate Director,

Nonprofit Group Leader


CLICK HERE

TO LEARN

MORE ABOUT HOW TO

ENGAGE DIGITAL

CONSITUENTS

mailto:[email protected]

https://www.accenture.com/us-en/insight-engaging-todays-nonprofit-constituent?src=SOMS



16

ABOUT THE STUDY

The purpose of this study is to assess citizen opinions about a variety of digital nonprofit and government service issues and topics.

Study results are based on a sample of citizens aged 18 or older who completed online surveys over the past 6 months

Results for the full global sample in this report are statistically significant with a confidence level of 95% and a margin of error of +/-1.4%.

Results for each country are statistically significant with a confidence level of 95% and a margin of error of +/-3.1% except for Singapore where the margin of error is +/-5.6%.


17

ABOUT ACCENTURE

Accenture is a leading global professional services

company, providing a broad range of services and

solutions in strategy, consulting, digital, technology and

operations. Combining unmatched experience and

specialized skills across more than 40 industries and all

business functions – underpinned by the world’s largest

delivery network – Accenture works at the intersection

of business and technology to help clients improve their

performance and create sustainable value for their

stakeholders. With more than 394,000 people serving

clients in more than 120 countries, Accenture drives

innovation to improve the way the world works and

lives. To learn more about our work with governments

around the world, visit us at www.accenture.com.

ABOUT ACCENTURE’S NONPROFIT GROUPBeyond our commitment to our clients is our

dedication to improving the way the world works and

lives. The social sector is extremely diverse,

encompassing mission service nonprofits, cultural

institutions, foundations, associations, multilaterals,

and others. Accenture helps clients throughout the

sector, combining our industry leading services and

expertise derived from our work with leading

commercial companies and governments—and

applying this unique skillset to address the particular

challenges confronting the social sector. We help our

nonprofit clients to transform their mission, unlock

their digital potential, and enable improved service

delivery. The result is unparalleled: enterprise-grade

strategy and operations applied to accomplish the

mission better, faster, and more effectively.


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