make a wish conference presentation on next generation of giving

The Next Generation of American Giving: How Generations

X, Y, Baby Boomers, and Matures Donate and what this

means to Make-A-Wish

Dennis McCarthy

Director, Target Analytics - division of Blackbaud

Speaker Photo

Goes Here

October 22-24, 2014 Annual Conference, Scottsdale, Arizona

Begin with a thought…


Noted technology analyst -- R “Ray” Wang of Constellation Research astutely characterized the importance of data as follows:

“Data is the foundation of digital business. Every touch point, every click, every digital exhaust is relevant insight.”

What will we learn today…

• Review the Next Generation of American

Giving Report

• What’s the fuss about Millenials

• Who are your donors?


The 2013 Next Generation of American Giving review


Rules for this session


• Please ask questions but don’t be offended if I hold some of them til the end of the presentation.

• Please tweet and share content shamelessly via social. Channel your inner Opra, Ellen and Jimmy #NextGenGiving

• The deck will be posted on slideshare later today http://www.slideshare.net/dmccarthy104

or email me and I’ll send it to you

The Report Methodology


Survey instrument developed and refined from 2010 survey – identical methodology

Online survey of 1,014 US Donors

Adults 18+ who report donating to a charitable cause in the last 12 months (beyond school, place of worship, union)

Conducted May 13-24, 2013

Follow CASRO/industry best practices

Data is self-reported, not transactional

Gen Y ages 18-32 (b. 1981-1995)

Gen X ages 33-48 (b. 1965-1980)

Boomers ages 49-67 (b. 1946-1964)

Matures age 68+ (b. 1945 or earlier

So Generational Giving and Engagement, what’s to learn?


• What’s the relationship between your supporters generation and how they give and engage.

• Why Boomers are your most important generation (Ignore your leadership and Board of Directors)

• What’s the role of email, social media, crowdfunding and direct mail for each generation

Americans’ Generosity Increases With Age


59% Give39.5M donors

$732 yr/avg

3.9 charities

$28.9 B/yr


$481 yr/avg

3.3 charities

$15.8 B/yr

Gen X

Gen Y

Boomers


$1212 yr/avg

4.5 charities

$61.9 B/yr

Matures


$1367 yr/avg

6.2 charities

$37.0 B/yr

The Significance of Boomers to your

organization


Gen Y11%

Gen X20%

Boomers43%

Matures26%

Generations Contribution to Total Giving(% of total dollars)

Tweet this now….


Why Boomers? That’s where the money is (kudos Willie Sutton)

70% of $$$ comes from donors 50+

#NextGenGiving

https://twitter.com/


Omni-channel is the new norm for all non-profitsWhich of the following charitable giving methods have you used in the past two years?


Checkout Donation 52%

Online Donation 47%

Purchase for Proceeds 39%

Retail giving 29%

Street Canvassing 25%

Pledge 22%

Responded to mailing 10%



Online Donation 40%

Pledge 39%

Street Canvassing 29%

Retail giving 27%



Online Donation 42%

Honor/Tribute Gift 42%



Pledge 39%

Street canvassing 26%



Honor/Tribute Gift 42%

Pledge 38%


Online Donation 27%

What’s the future of Direct Mail


66%

53%

10%

64%

58%

22%

61%

61%

40%

56%

64%

52%

Mail from a charityis very or smwt

acceptable

Mail is importantway for charity to

stay in touch

Gave a donationin response to a

mail appeal in thelast 2 yrs

Gen Y Gen X Boomers Matures

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Jw6n0iQsT3fqhM&tbnid=EkUStgV7e2V_7M:&ved=0CAUQjRw&url=http://iniwoo.net/tutorials/28-pen-tool-drawing-tutorials-from-beginner-to-advanced/&ei=xVIeUrGUKcW-4AOdvoGgBA&bvm=bv.51156542,d.cWc&psig=AFQjCNEcA9lJha2Pu4MzMuRa9VIuDfTugA&ust=1377805356743258

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Jw6n0iQsT3fqhM&tbnid=EkUStgV7e2V_7M:&ved=0CAUQjRw&url=http://iniwoo.net/tutorials/28-pen-tool-drawing-tutorials-from-beginner-to-advanced/&ei=xVIeUrGUKcW-4AOdvoGgBA&bvm=bv.51156542,d.cWc&psig=AFQjCNEcA9lJha2Pu4MzMuRa9VIuDfTugA&ust=1377805356743258

Generational GivingAgain no surprise - Matures & Baby boomers carry the day

Generation Years $100K+Max

Gift

$25K-

$99999 Max

Gift

$10K-

$24999 Max

Gift

$1-9999

Max Gift$0 Total File

US Pop

(2010)

Greatest

Gen1901-1924 0.00% 0.17% 0.03% 0.32% 2.77% 1.00% 1.78%

Matures 1925-1945 27.12% 29.43% 22.11% 23.07% 18.92% 21.73% 11.26%

Baby

Boomer 1946-1964 53.75% 50.51% 50.87% 48.14% 47.75% 47.99% 26.40%

Gen X 1965-1981 12.11% 12.06% 18.06% 19.73% 17.89% 19.26% 26.60%

Gen Y 1982-2000 1.94% 2.53% 3.14% 4.11% 3.70% 4.04% 14.13%

Other/

UnknownN/A 5.08% 5.31% 5.79% 4.63% 8.98% 5.98 19.83

Who Is Connecting Online?

86%

78%

74%

58%

Gen Y Gen X Boomers Matures

engage with charities online

What Inspires Online Giving?


80%

47%

77%

40%

60%

42%

52%

27%

Visiting website is importantway to stay in touch with

charity

Made a donation throughorg's website in last 2 years

72%

12%

66%

12%

60%

16%

60%

17%

Receiving email is importantway to stay in touch with

charity

Responded to email appealwith a donation in last 2

years*

Website E-mail

Tweet this now….


For Boomers: Online Giving=Direct Mail

Everybody engages everywhere

#NextGenGiving



Does Money Matter Most?


8686%


How do you feel you can make the biggest difference?

Word-of-

mouth 18%

Volunteer

30%

WOM

11%

Volunteer

31%

WOM

13%

Volunteer

20%

Other 14%Volunteer

24%

Other 23%

Other 19%

Other 16%

WOM

8%

Y

X

B

M

Donate money

25%

Donate money

36%

Donate money

45%

Donate money

48%

Spreading the Word

Comfort-level Sharing Info about Charities Support


8686%


Gen Y65% very comfortable telling

others

Gen X56% very comfortable

telling others

Boomers45% very comfortable

Matures47% very comfortable

How Social Are Donors?


8686%


55%

50%

30%

8%

47%

38%

22%

10%

27%

19%

5%

5%

12%

9%

2%

1%

Follow on social media

Share about charity on FB

Follow charity’s Twitter feed

Made a donation through FB, Twitter, etc

43% Y and XThink OK to post on social networking site and ask for donation

20% Boomers6% Matures


8686%



8686%


Tweet This Now

#Goodbye SMS fundraising

#NextGenGiving




8686%


Crowdfunding: Amanda Palmer, DIY, platforms


8686%


Who Gets the Money?

All causes give to% giving to cause

Priority causewould continue to give if had only

half as much money to give

Average 3.6 causes Average 2.3 causes

Other

organizations

97%

Local

social

services

44%

Place of

worship

41%

Other

organizations

84%

Local

social

services

31%

Place of

worship

36%

% Give%

Priority Give

Local social service

44% 31%

Place of worship 41% 36%

Health charities 39% 21%

Children’s charities

34% 25%

Education 29% 16%

Emergency relief 27% 14%

Animal rescue/ protection

25% 17%

Troops/veterans 23% 13%

Top Causes

#nextgengiving

Future Giving is Status Quo

28

15%

52%

21%

16%

54%

18%

14%

63%

10%

13%

64%

10%%

anticipate

an

increase in

$ amount

%

anticipate

no change

%

anticipate a

decrease

+6 +2 -4 -3Net(increase – decrease)

#nextgengiving


8686%


Tweet This Now

#For now fundraising is a zero sum game

#No one is adding



Now let’s take a peek at your donors..



8686%



8686%


Top Tweetable Takeaways

1. Follow the money

2. Omni-channel is the new normal

3. Direct mail won’t live forever

4. Why ask Y?

5. Why don’t you ever listen?

6. Are you as smart as a smartphone?

7. Show me you love me

8. Burn your playbook

9. Your mileage will differ.




8686%


Now let’s spend a few minutes with the

Millennials


8686%


And now for reading and homework

1. www.millennialimpact.com

2. www.npengage.com

3. www.imabgroup.net

4. www.slideshare.net/dmccarthy104

5. www.seachangestrategies.com/

6. www.hjc.ca

Thank You or Q & A


make a wish conference presentation on next generation of giving

Government & Nonprofit

annual conference

total giving

boomers ages

generational giving

baby boomers

significance of boomers

us donors adults

gen x ages