donor graphics webinar 050112 pdf

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)

1.  The Digital Landscape

2.  Donor Channel Preferences: Communica:on & Giving

Topics

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Relevancy to fundraising

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} Ac:onable insights along the way

Interac:ve Polls

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Find out how your digital media use compares to the general popula:on

Digging deeper

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"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

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.

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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.

THE DIGITAL LANDSCAPE

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The Digital Landscape’s Fundraising Relevance

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e

email subscrip0ons: Donors: +81%

Digital prospects: +77%

social media Use: Donors: +6%


smartphone penetra0on: Donors: +17%


tablet PC penetra0on: Donors: +65%


The Digital Landscape

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e

10 Base: U.S. online adults (n=3,509)

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Email from companies & organiza:ons

87% of US online adults receive opt-‐

in email

(but its use varies by age)


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e

Social Media

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82% of US online adults use Facebook, Twifer or YouTube at least monthly

(but its use varies by age)

(but its use varies by age.. and by

gender)

Base: U.S. online adults (n=3,509)


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e

Mobile – SMS Messaging

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23% of US online adults have opted in to receive text messages from companies

or organiza:ons


Mobile – SMS Messaging

15 Base: Mobile text subscribers (n=788). Sta:s:cally significant at 99% confidence level.

While males and females have the same rate of op:ng in to SMS messages, females are more posi:ve about the

experience

29.4%

39.3%

Mobile – Smartphones

16 Base: U.S. online adults (n=3,509)

54% of US online adults own a smartphone

(48% for all US adults: Nielsen)


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e

Tablets

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POLL: Do you own a tablet PC such as an Apple iPad or Samsung Galaxy?

Tablets

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16% of US online adults own a tablet PC


Digital Landscape implica:ons

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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

Digital Convergence

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Mobility

Meets content

Digital Convergence implica:ons

22 Base: Opt-‐in email subscribers with a smartphone (n=1,715)

Seamless channel integra:on:

•  Email content & crea:ve rendering and landing page func:onality: —  Can you complete the call-‐to-‐

ac:on easily using a smartphone or tablet

•  Mobile web site func:onality audit: —  How smartphone friendly is

your website? —  ?

Ø  Smartphone users spend nearly 20% of their :me with email from companies or organiza:ons on their phone or tablet PC

PREFERRED COMMUNICATION CHANNELS

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POLL: “In general, what is your preferred method of communica:ng with

friends?”

Communica:ng with friends varies widely (and predictably) with age

Preferred Communica0on Method with Friends

25 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?”

But, the communica:on methods preferred with friends don’t translate well for nonprofit communica:ons

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(In fact, they’re opposite)

Younger demos prefer more email & social communica:ons from nonprofits of interest; mail preferred by older

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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”]

Current versus Preferred communica:on

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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]

Opportunity to grow email communica:ons to befer align with preferences

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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”]

Satura0on Opportunity

Donor-‐preferred implica:ons

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•  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?

PREFERRED GIVING & ACKNOWLEDGMENT CHANNELS

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Website, Mail :ed for preferred method of giving

32 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. “

… But, the averages are masking some HUGE differences by age

33 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. “

Donor-‐preferred implica:ons

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•  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

Dona:on Acknowledgements

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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?”

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

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Lori Connolly Vice President, Research & Analy:cs

404.935.7483 [email protected]

Ques:ons?

donor graphics webinar 050112 pdf

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