fundraising today and tomorrow: the next generation of canadian giving - fundraising trends

FUNDRAISING TRENDS IN 2013

RECURSIVE PROBABALISTIC FRACTALS

NEXT GEN SUPPORTER TYPES

Ego-philanthropy/

Hyper-Adenture Giving

Feeling the need to be their own

fundraising brand. Felling

young and having fun

Tribute Mania

The need to tell the world

about your parents and friends and

family

Digital Natives

See-Through Giving,

Crowdfunding, and Mobile

Slide 5

The Next Gen Donor Types

Hyper-choice

The death of unrestricted

giving

EGO PHILANTHROPY

• Boomers have decided that giving must be fun

• And it must be done on their terms

• Gone is the idea of the unconditional gift of their parents

• Their giving shows their own brand

BOOMERS

• How boomers act – compared to civics and how this makes sense for online social network fundraising…

HYPER-ADVENTURE GIVING

FEELING YOUNG AND HAVING FUN WHILE GIVING

There is still a lot of space for charities…

Never13%

1-2 times64%

3+ times20%

DK3%

Once or twice 3+ times Never

45%

7%

41%45%

3%

48%

29%

7%

61%

21%

4%

71%

Gen Y Gen X Boomers Matures

• Half of Gen Y and X have fundraised on behalf of a charity; fewer Boomers and Matures have

• 8-in-10 have supported someone else raising money for a charity

• Gen Y and X are more comfortable talking about their charitable activities

Reason for Support Total Y X B M

The individual 24% 21% 21% 22% 35%

The Charity 6% 11% 3% 5% 9%

Both 65% 60% 71% 70% 53%

Gen Y58% very comfortable

(18% doing so now)

Gen X60% very comfortable

(17% doing so now)

Boomer48% very comfortable

(13% doing so now)

Mature46% very comfortable

(13% doing so now)

ENGAGEMENT: PEER-TO-PEER FUNDRAISING

Supported Someone Else Raising Money on Behalf of a Charity

Have Fundraised on Behalf of an Organization or Participated in a Run

or Event to Raise Money

Comfort-level Talking to Others about Charities Support

↓

↑

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

MAKE YOUR EVENTS BETTER – CAUSE CANADA IS ‘THE TOP OF THE MOUNTAIN!’

• Data & KPIs• Survey - personalization• Social media • Segmentation and Stewardship• Multi-Channel Communication:

Phone and Online

2012 2011 20102%

8%

20%

70%

2%

8%

20%

70%

2%

8%

20%

70%

• 2012 - Top 2%= 69 fundraisers who are key to support this year. These champions receive enhanced cultivation support. Personal fundraising coach. Welcome call from Executive Director or Board Member.

• 2011 - Top 2%= 69 fundraisers you need to re-engage. Consider calling them personally to thank them for past participation and find out what you can do to get them back to the event.

• Further 8% in past 2 years = 553 fundraisers who also deserve some special attention. Event Chairs to call/welcome back.

$164,126.38

$180,161.64

$199,886.59

$255,668.59

$142,015.07

$152,081.03

$164,570.16

$226,930.63

$88,181.56

$122,799.46

$138,098.54

$200,280.45

Game it:– Animal Incentive Levels

• Use animal names and encourage climbers to reach these levels

• Interaction: Climbers get to wear animal ears to the climb based on their fundraising

– Continue to offer great prizes ex. MEC Gift Card

– Include Wildlife Plush as part of the prizes

Top Pandas - $5,000+

Polar Bears - $2,000

Tigers - $1,000

Sharks - $750

INNOVATIVE INCENTIVES

INTEGRATED CUSTOMER SERVICE

Not Called Called $-

$100

$200

$300

$400

$500

$600

$700

$800

$900

$1,000

$722.18

$920.09

Yoga In MotionImpact of Calling Participants

Avg. Revenue Per Participant

Action Taken

Aver

age

Reve

nue

($)

Up 27.4%

HOW DO YOU TAKE A LOT OF MONEY FROM MEN FOR FUNDRAISING?

19

AN EVERST-LIKE END TO THE EVENT

Jan-07

Feb-07

Mar-07

Apr-07

May-07

Jun-07Jul-0

7

Aug-07

Sep-07

Oct-07

Nov-07

Dec-07

Jan-08

Feb-08

Mar-08

Apr-08

May-08

Jun-080

200000

400000

600000

800000

1000000

1200000

1400000

1600000

1800000

Total $ registration fees Total $ donationsTotal $ raised (registration & donations)

TRIBUTE MANIA

THE PAST, THE PRESENT, THE FUTURE

GEN Y GEN X BOOMERS MATURES

55% 54% 58% 55%

45% 55% 35% 31%

21% 35% 47% 56%

36% 39% 38% 30%

29% 33% 40% 37%

11% 23% 36% 58%

22% 29% 37% 34%

22% 24% 29% 29%

24% 20% 25% 20%

25% 19% 11% 9%

15% 14% 12% 14%

5% 9% 15% 18%

7% 5% 4% 9%

4% 9% 4% 4%

5% 8% 4% 3%

12% 4% 2% -

6% 4% 3% 2%

1% 2% 3% 2%

Donated this way in last 2 years

Checkout DonationOnline Donation

Honor/TributePurchase for Proceeds

Pledge at EventMailed Check/Credit Card

Door to Door*Monthly Debit

Street Canvassing*Third Party Vendor

Email*Phone

Radio/TV*Online Ad*

Will/Planned GiftMobile/Text

Social Networking SiteStocks, Bonds, Property

56%

41%

41%

36%

35%

32%

32%

26%

22%

15%

13%

12%

6%

5%

5%

4%

4%

2%

GIVING CHANNELS

Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

*New or changed attribute, no tracking data

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↑

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24

26

HYPER-CHOICE

THE DEATH OF UNRESTRICTED GIVING

Directed dona-tion

Unrestricted donation

Either is fine

24%22%

49%

26%

18%

53%

23% 25%

46%

10%

40% 43%

Directed Giving Preferences

Seeing the impact of a donation is more important than directing funds. Gen Y is particularly motivated by seeing the impact of their donation.

Gen Y Gen X Boomers Matures

27%

55%

7% 5%

22%

44%

6%1%

22%

34%

5%0%

14%

28%

7%2%

Would Motivate Me a Great Deal to Make a Larger Donation to

Charity

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

Engagement: Directed Giving

WORKPLACE – THE LAST PLACE OF SHARED PURPOSE IN THE REAL

WORLD?

Have given in the workplace

Have not given in workplace

59%

42%

53%47%46%

54%

22%

78%

GEN Y GEN X BOOMERS MATURES

Workplace fundraiser 20% 18% 15% 8%

Workplace walk/run/challenge 16% 15% 4% 3%

Volunteered through workplace 18% 18% 10% 3%

Made a donation through payroll deduction

15% 21% 23% 11%

Made a one-time donation through your workplace

16% 16% 12% 6%

Made a donation where employer matched the gift

11% 10% 11% 0%

Younger generations are more likely to support a charity through their workplace; matures are the least likely to do so.

Workplace Giving

Gen Y Gen X Boomer Mature

(filtered among those employed or student)

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

SPOT THE NEXT GEN RE-DEFINITIONS OF THE UNITED

WAY

Ego-philanthropy/

Hyper-Adenture Giving

Feeling the need to be their own

fundraising brand. Felling

young and having fun

Tribute Mania

The need to tell the world

about your parents and friends and

family

Digital Natives

See-Through Giving,

Crowdfunding, and Mobile

Slide 37

HOW PREPARED ARE YOU FOR EACH NEXT GEN TYPE?

Hyper-choice

The death of unrestricted

giving

DIGITAL NATIVES

Social Media Use

Mobile Habits87% Mobile primary phone50% Mobile ONLY phone73% Texters

GEN Y MEDIA HABITS

Online Habits(% do regularly)

86% Email

80% Banking/pay bills

72% Research

59% Listen to/download music

58% Watch videos

55% Instant messaging

47% Shopping

32% Watch TV programming

65%

77%

33%

27%

21%

20%

99%

91%

59%

48%

41%

37%Use, not regularly Use

↑

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*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

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GEN X MEDIA HABITSSocial Media Use

Mobile Habits57% Mobile primary phone18% Mobile ONLY phone67% Texters

42%

56%

35%

21%

8%

95%

77%

60%

47%

25%

Use, not regularly Use

Online Habits(% do regularly)

93% Email

87% Banking/pay bills

81% Research

42% Instant messaging

42% Listen to/download music

12% Watch TV programming

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*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

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ASK THEM!

First Global brainstorming using Greenpeace Supporters

5,256 Ideas

Ideas from Supporters

“Whole crew with ONI masks, and figures of japanese ogres reproduced with laser in a giant scale. It means that images appear and disapear at different times and places”

Ogres

Ideas from Supporters

Whales Carnival

4,800 personal pages in over 20 countries…

THE NEXT GENERATION OF WELCOME SERIES AND STEWARDSHIP

Receive emails

Get information in the mail

Visit website

Follow on social media

Use their labels, cards, etc.

Receive texts/SMS

Use mobile app

32%

25%

25%

17%

13%

4%

2%

OUTREACH CHANNELS

GEN Y GEN X BOOMERS MATURES

30% 33% 31% 35%

17% 24% 26% 35%

25% 33% 23% 19%

28% 25% 12% 5%

4% 14% 15% 19%

6% 3% 2% 5%

3% 3% 0% 1%

Currently Involved in this Way

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

A NEXT GEN BASIC: E-WELCOME SERIES

Volunteers & Event Attendees

Donors

Day 1 Day 7 Day 21

Day 1 Day 7 Day 21

Day 1 Day 28Day 14

Constituent status at point of inception on the file:

Donation thank you, impact. Additional info at onariospca.ca

Success story (conditionalized based on fund)

Monthly giving (determinate by gift level – exclude high dollar for personal follow up)

Thank you – confirmation.

success storyAsk? Tell-a-friend

Registration confirmationAdoption Thanks

Success storyPet Tips

Donation appeal – single gift

Prospects (non-donor onlineRegistrants/Adopters)

Next Gen: Personalized, Conditional Welcome and Conversion Series

WHO KNEW HORMONES WERE SO IMPORTANT?!

GEN Y GEN X BOOMERS MATURES

55% 54% 58% 55%

45% 55% 35% 31%

21% 35% 47% 56%

36% 39% 38% 30%

29% 33% 40% 37%

11% 23% 36% 58%

22% 29% 37% 34%

22% 24% 29% 29%

24% 20% 25% 20%

25% 19% 11% 9%

15% 14% 12% 14%

5% 9% 15% 18%

7% 5% 4% 9%

4% 9% 4% 4%

5% 8% 4% 3%

12% 4% 2% -

6% 4% 3% 2%

1% 2% 3% 2%

Checkout DonationOnline Donation

Honor/TributePurchase for Proceeds

Pledge at EventMailed Check/Credit Card

Door to Door*Monthly Debit

Street Canvassing*Third Party Vendor

Email*Phone

Radio/TV*Online Ad*

Will/Planned GiftMobile/Text

Social Networking SiteStocks, Bonds, Property

56%

41%

41%

36%

35%

32%

32%

26%

22%

15%

13%

12%

6%

5%

5%

4%

4%

2%

Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

TOTAL GEN Y GEN X BOOMERS MATURES

Visiting their website 32% 44% 39% 28% 18%

Receiving emails and/or e-newsletters 28% 34% 29% 26% 26%

Attending face-to-face events 27% 32% 32% 21% 27%

Getting information in the mail 23% 21% 21% 25% 24%

Follow on social networking site 13% 29% 19% 5% 2%

Using their mobile app 3% 5% 5% 2% 0%

Receiving text messages 3% 4% 2% 1% 4%

Important Ways to Stay In Touch(very+ somewhat important)

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

58

OWNING SOMETHING FUN

National Cupcake Day

CUPCAKE DAY• Situation: Cupcake Day was celebrated

across Canada on February 25th 2013. • Strategy:

– The marketing was also conducted across channels including Facebook, Twitter, print materials, email promotions, online media buy and postcards to promote the event as well as local on ground promotions done by the local SPCA’s and Humane Societies.

• Results: – Campaign raised more $195,000 (combined online and

offline) Nationally trending on Twitter on February 25th – 10,000 Facebook Likes in 2 months, facilitated by

Cupcake competition on Facebook. Over 324,000 reached on Facebook.

– Relied on real world and virtual fundraising– Was attractive to Gen Y and Gen X women

AND THEN THERE IS GEN Z…

• 3 of the top 10 fundraisers for an organization that raises over $90 million a year are under 15

• Do you have an integrated plan for supporters under 15?

CONCLUSION

WE ARE GOOD AT SEEING PATTERNS

THE TRENDS POINTS TO A MORE DIGITAL AND INTEGRATED

FUNDRAISING FUTURE

ARE YOU READY? HOW CAN WE HELP?

At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc/hma/Blackbaud digital and integrated fundraising consulting session

http://www.surveymonkey.com/s/HBBRTHG

Take our survey at the end of the session!