the fundraising landscape in belgium in 2012
Post on 19-Oct-2014
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In general, bpost wanted to learn more about the donating habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of non-govermental organisations. Therefore, bpost added some questions to the Profacts omnibus of March 2012TRANSCRIPT
FUNDRAISING
a matter of a durable dialogue
Rudy Van HalleFundraising Day15-05-2012
Media & Social
dedicated to help
NGO’sin developing
their goodcauses
0
10
20
30
40
50Like
Attract
Irritate
Incite
DMDoor to doorTVE-mailSocial NetworksRadio
Mediapreference 2011
With an increasing number of channels, which ones
are activating without being intrusive?
Challenges ahead
What are their preferred communication channels
What are their donating
habits?
bpost – Omnibus March 2012 - Profacts 5
Let’s ask the Belgian population
Representative sample of the Belgian population
bpost – Omnibus March 2012 - Profacts 6
SAMPLE : 1568
Age Category %
<30 21 %
30-39 20 %
40-49 21 %
50-59 20 %
60+ 18 %
Online (CAWI)
7
Donating habits
Donating yes…
bpost – Omnibus March 2012 - Profacts 8Base: Total Sample (n=1568)
“Have you already donated money to a non-governmental organisation (NGO) and/or bought stickers, gift cards, pencils from an NGO?”
11% not and don’t intend to
13% not, but intend to in
5% doesn’t know
70% already donated to an NGO
…but volunteering, no thanks
bpost – Omnibus March 2012 - Profacts 9
91% does not volunteer
only 2% is volunteer
6% would like to volunteer in the future
2
13
20
23
35
35
48
0 20 40 60 80 100
Other
As a favour to an acquaintance or a volunteer
The amount that I donate can be deducted in my taxes
I get something in return for my contribution
I am convinced about the efforts of the NGO
A small contribution can already have a large impact
I am convinced about the good cause / I feel committed to the cause
People do give because they are ‘committed to the cause’
bpost – Omnibus March 2012 - Profacts 10Base: only people who have already donated to an NGO and/or intend to do so.
“Which factors determine your choice to support a specific NGO?” More than 1 option possible
Yes/Intend (n=1313)
I (would) donate because...
11
60+ (N=216) 50-59 (N=256) 40-49 (N=272) <30 (N=285) 30-39 (N=284)
Which factors determine your choice to support a specific NGO, more than 1 option possible?”
Tax advantage becomes more importantwith the age
Younger people want something in return
2
14
9
30
40
38
54
Other
As a favour
Tax advantage
Something in return
Convinced about efforts NGO
Small contribution, large impact
Committed to the cause
Yes/Intend (n=1313)
12
23%17%
25%13%
Women are lessinterested
in the tax reduction argumentas are frenchspeaking Belgians
13
Preferred channels
56%
18%
3%
More than half of
FIRST donations
are triggered by
Face 2 Face contacts
13
8
2
37
40
11
10
3
25
50
14
9
3
15
59
15
9
5
6
65
Other
I don't know
Message via internet (email,
banner etc.)
Message on paper (folder, letter, etc.)
Encounter with a volunteer
(on the street, …
Younger people indicate personal encounters as trigger n°1
Older people are equally persuaded by personal contact
and messages on paper.
bpost – Omnibus March 2012 - Profacts
15
60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)
“Your (first) donation was triggered by?”
12
12
1
9
65
Base: only people who have already donated to an NGO
significant difference vs. total
7
7
15
16
23
55
0 20 40 60 80 100
None of the above apply
I donate on a regular basis, but I often change organisations
I donate on a regular basis to several organisations, but always the same ones
I donate on a regular basis, always to one and the same organisation
I donate once in a while, for instance in case of a human or ecological disastre (e.g. …
I buy gift cards, stickers, candles, pencils etc. to support NGO's
Most people ‘buy gift cards, stickers, candles, pencils etc. to support NGO's’. In terms of frequency, there are more
occasional donators than habitual ones.
“Indicate which (of the following )statement(s) suit(s) you,More than 1 answer possible”
Yes (n=1102)
occasional
regular
Older people donate more regularly than younger respondents.
bpost – Omnibus March 2012 - Profacts 17
60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)
“Indicate which (of the following )statement(s) suit(s) you (more than 1 answer possible)”
Base: only people who have already donated to an NGO
significant difference vs. total
In general, most respondents indicate to donate
on an irregular basis.
14
20
27
39
0 20 40 60 80 100
On a monthly basis
Once per year
Several times per year
On an irregular basis
bpost – Omnibus March 2012 - Profacts
“On average, how often do you donate to an NGO?”
Yes (n=1102)
Base: only people who have already donated to an NGO
3348
Younger people donate more irregularly, while
older people donate more on a regular basis.
bpost – Omnibus March 2012 - Profacts 19
60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)
“On average, how often do you donate to an NGO?”
Base: only people who have already donated to an NGO
significant difference vs. total
Most people donate more than the fiscal interesting amount of 40 Euro.
11
8
10
33
38
0 20 40 60 80 100
I don't know
I didn't donate in 2011
40 Euro
More than 40 Euro
Less than 40 Euro
bpost – Omnibus March 2012 - Profacts
Yes (n=1102)
Base: only people who have already donated to an NGO
“What is the total amount that you donated in 2011?”
43%
>25% of people generated via paper donate
regularly
Papier Online F2F.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Ik doneer regelmatig, telkens aan dezelfde organisatie Ik doneer regelmatig, aan meerdere organ-isaties maar telkens dezelfde
I donate regularly to the same organisation
I donate regularly to several organisations
bpost – Omnibus March 2012 - Profacts indicative
bpost – Omnibus March 2012 - Profacts
Yes (n=1102)
Base: only people who have already donated to an NGO
13
7
12
16
52
I don't know
I didn't donate in 2011
40 Euro
More than 40 Euro
Less than 40 Euro
11
10
39
10
31
11
10
6
29
45
60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)
“What is the total amount that you donated in 2011?”
significant difference vs. total
53% 63%
The older the respondent, the more he/she donates.
First donations via Direct Mail generate higher gifts
indication
Message via paper Message online Face to face I don't know Other.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
< €40 %
40 EUR %
>€40 %
No donations in 2011 %
DNK %
24
Conclusions
What have we learnt?
70% of the Belgian population donate in one way or another, in general people are committed to the cause
Personal encounters are important triggers for fundraising, but paper remains a strong trigger generating higher amounts and more regular donations
Online channels are not a strong channel to generatedonations
Younger donors give more occasional and buy rather merchandising, older are more generous and regular
Fundraising copy can be
Creatif
Build a dialogue, appeal for donations, thank your supporters for donating, inform them on theevolution of your goodcause, trigger when they donot reach the €40
And finally, some tips
Cluster your donorsegments in function of channel preference
bpost – Omnibus March 2012 - Profacts 27
50+The
generousDonation habits
• committed to the cause• main trigger is f2f encounters but more
than average triggered by paper • > 50% support by buying gift cards, stickers,
etc• >1/3% donate regularly• >40% donate > € 40
Sensibilisation
• 37% TV• 31% personal letter
29
> Ethical products> Environment> Bioproducts> Charity
Mostly> French speaking> Average profile
interested in
Planet Lovers
63.359 prospects are waiting for you
30
How can we help you?www.bpost.be/fundraising