Download - 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
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*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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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!