Next Generation of American Giving -- AFP 2014 conference
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How non profits can begin to explore how Gens X,Y, Boomer and Mature engage and transaction with your organization.
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Next Generation of American Giving -- AFP 2014 conference
- 1. The Next Generation of American Giving: How Generations X, Y, Baby Boomers, and Matures Donate
- 2. The Next Generation of American Giving: How Generations X, Y, Baby Boomers, and Matures Donate Presented by: • Dennis McCarthy, Blackbaud • Mark Rovner, Sea Change Strategies #NextGenGiving #afpICON
- 3. • Please ask questions but don’t be offended if we hold some of them til the end of the presentation. • Please tweet and share content shamelessly via social. Channel your inner Jimmy Fallon #NextGenGiving • The deck will be posted on slideshare later today or email Mark and Dennis and we’ll send it to you. Rules for the next 45 minutes
- 4. 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 Report Methodology 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
- 5. Tweet This Now #Strategic advice #Really cool stuff #NextGenGiving
- 6. Americans’ Generosity Increases With Age 6 % Giving Totalannualgiving $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 40% 50% 60% 70% 80% 90% 100% Gen Y Gen X Boomers Matures Bubble size is ‘Estimated Annual Contributions’ 60% Give 32.8M donors $481 yr/avg 3.3 charities $15.8 B/yr 88% Give 27.1M donors $1367 yr/avg 6.2 charities $37.0 B/yr 72% Give 51.0M donors $1212 yr/avg 4.5 charities $61.9 B/yr 59% Give 39.5M donors $732 yr/avg 3.9 charities $28.9 B/yr Annual Giving by Generation (% of total dollars) #nextgengiving
- 7. The Significance of Boomers 7 Gen Y 11% Gen X 20% Boomers 43% Matures 26% Generations Contribution to Total Giving (% of total dollars) #nextgengiving
- 8. Tweet This Now Why Boomer? That’s where the money is (kudos Willie Sutton) 70% of $$$ comes from donors 50+ #NextGenGiving
- 9. Multi-channel Is the New Normal 9 Checkout Donation 51% Purchase for Proceeds 42% Online Donation 40% Pledge 39% Street Canvassing 29% Retail giving 27% Responded to mailing 22% Checkout Donation 52% Online Donation 47% Purchase for Proceeds 39% Retail giving 29% Street Canvassing 25% Pledge 22% Responded to mailing 10% Checkout Donation 53% Online Donation 42% Honor/Tribute Gift 42% Purchase for Proceeds 41% Responded to mailing 40% Pledge 39% Street canvassing 26% Responded to mailing 52% Checkout Donation 44% Honor/Tribute Gift 42% Pledge 38% Purchase for Proceeds 36% Online Donation 27% Gen Y *Arrows indicate statistical significance between 2010 and 2013. Gen X Boomers Matures Which of the following charitable giving methods have you used in the past two years? #nextgengiving
- 10. Tweet This Now For Boomers, %Online Giving=%Direct Mail Everybody does everything #NextGenGiving
- 11. What’s the Deal with Direct Mail? 11 66% 53% 10% 64% 58% 22% 61% 61% 40% 56% 64% 52% Mail from a charity is very or smwt acceptable Mail is important way for charity to stay in touch Gave a donation in response to a mail appeal in the last 2 yrs Gen Y Gen X Boomers Matures #nextgengiving
- 12. Who Is Connecting Online? 12 86% 78% 74% 58% Gen Y Gen X Boomers Matures engage with charities online #nextgengiving
- 13. Does Money Matter Most? Blackbaud Confidential 13 How do you feel you can make the biggest difference? Donate money 25% Donate money 36% Donate money 45% Donate money 48% Y X B M Other=fundraising, advocacy, donating goods 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% #nextgengiving
- 14. Spreading the Word 14 Comfort-level Sharing Info about Charities Support Gen Y 65% very comfortable telling others Gen X 56% very comfortable telling others Boomers 45% very comfortable Matures 47% very comfortable #nextgengiving
- 15. How Social Are Donors? 15 Gen Y Gen X Boomers Matures 43% Y and X Think OK to post on social networking site and ask for donation 20% Boomers 6% Matures Social Media Activities Doing with Charities Today 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 #nextgengiving
- 16. Tweet This Now #Don’t use $$$ to measure social media ROI #NextGenGiving
- 17. Social Media Usage Overall 17 74% 59% 28% 24% 21% 21% 90% 97% 55% 43% 55% 37% Use regularly Use, not regularly 62% 46% 24% 21% 14% 13% 77% 92% 57% 43% 31% 29% Use regularly Use, not regularly *Arrows indicate statistical significance between 2010 and 2013. 45% 24% 13% 7% 5% 2% 71% 81% 46% 22% 20% 9% Use regularly Use, not regularly Gen Y: 100% use social media Gen X: 96% use social media Boomers: 91% use social media Matures: 78% use social media 27% 11% 4% 4% 2% 59% 58% 31% 9% 11% 2% Use regularly Use, not regularly #nextgengiving
- 18. Tweet This Now Don’t neglect YouTube #NextGenGiving
- 19. Peer-to-Peer Fundraising 19 71% 78% 78% 70% Gen Y Gen X Boomers Matures Supported Someone Else Raising Money on Behalf of a Charity #nextgengiving
- 20. Marketplace Philanthropy 20 53% 49% 36% 20% Retail giving, last 12 months Gen Y Gen X Boomers Matures Retail Giving 72% are first-time donors 33% plan to donate directly in future #nextgengiving
- 21. Tweet This Now Shop to give donors are one night stands #NextGenGiving
- 22. Mobile 22 Yes, 4 7% Yes, 1 1% Yes, 6 2% Yes, 2 0% Would donate via mobile 98% Gen Y 86% Gen X 60% Boomers 30% Matures Would donate via mobile Primary phone #nextgengiving
- 23. Tweet This Now #Goodbye SMS fundraising #NextGenGiving
- 24. 16% 9% 2% 47% 30% 13% 4% Crowdfunding 24 Have Given through Crowdfunding in the Past Likely to Give through Crowdfunding in Future Gen Y Gen X Boomers Matures 17% 10% 6% 2% Extremely-Very Somewhat #nextgengiving
- 25. Tweet This Now Is crowdfunding the next big thing? #NextGenGiving
- 26. Impact and Accountability 26 57% 49% 37% 33% See the impact of my donation Seeing the Impact of My Donation Would Motivate Me to Make a Larger Donation to Charity Gen Y Gen X Boomers Matures #nextgengiving
- 27. Tweet This Now #For Gen Y, effectiveness is the new black or is it brown? #NextGenGiving
- 28. Who Gets the Money? 28 All causes give to % giving to cause Priority cause would 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 % Priorit y 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
- 29. Future Giving is Status Quo 29 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
- 30. Tweet This Now For now, fundraising is a zero sum game No one is adding #NextGenGiving
- 31. Top Tweetable Takeaways Blackbaud Confidential 31 1. Follow the money 2. Multi-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 #nextgengiving
- 32. The Integrated Market Advisory Board Blackbaud Confidential 32 • Promoting active discussion of integrated marketing in the nonprofit sector • Sign up to find inspiration through: • Case studies • Fresh ideas • Practical tips www.imabgroup.net Twitter: @TheIMAB #nextgengiving
- 33. For More Information Dennis McCarthy Dennis.McCarthy@blackbaud.com Mark Rovner Mark.Rovner@SeaChangeStrategies.com For more information, resources, and conversations, visit: http://www.npengage.com/ 33 #nextgengiving
Notas del editor
- mark
- MARK***Q07: In the last 12 months, in which of the following ways have you supported non-profit organizations and/or charitable causes? [must answer‘Donated money’ to qualify for survey]Q9. Approximately how many non-profit organizations and charitable causes have you donated money to in the past 12 months? Please exclude your trade union, children’s school, alma mater, and place of worship.Q11. Approximately how much did you give in total in the last 12 months to all charitable or cause-oriented organizations, excluding your union, schools and place of worship?
- MARK***Q11. Approximately how much did you give in total in the last 12 months to all charitable or cause-oriented organizations, excluding your union, schools and place of worship?
- Dennis***Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply.
- DENNIS***Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply. Q24: Now thinking broadly about all of the charities you support, financially and otherwise, how are you currently involved with these charities? Please select only those items that you currently do with those organizations. Please select all that apply.Q26: How important are each of the following as a way to stay in touch with charities that you financially support?Q30: Below are a variety of ways that a charity may approach you and ask for a donation. How acceptable are each of the following to you personally?
- DENNIS***Q36: Following are some ways that charities and causes connect online with their supporters. For each, please indicate how often you do that activity, if at all. If you have not taken part in that activity, please indicate if you are likely to consider that activity in the future.
- DENNIS***Q17: How do you feel you can make the biggest difference with the charities you support? Please select one.
- MARK***Q35: Which of the following best describes how comfortable you are sharing information with others about the charities you support? Please select one.
- MARK***Q36: Following are some ways that charities and causes connect online with their supporters. For each, please indicate how often you do that activity, if at all. If you have not taken part in that activity, please indicate if you are likely to consider that activity in the future.
- MARK***Q41: Following are some online publications, social networks and other online services. For each, please indicate how often you use each.
- DENNIS***Q32: In the last twelve months, how often (if at all) have you supported someone you know who was raising money on behalf of an organization via participation in a run, walk, race, contest, party, or some other event? Select one.Q33: When you make a financial donation to a person you know who is fundraising on behalf of a charity/group, is it more about supporting the individual, or supporting the organization? Please select one.Q34: In the past twelve months, how many times (if at all) have you fundraised on behalf of an organization via participation in a run, walk, race, contest, party, or some other event? Please select one.
- DENNIS***Q20. One type of charitable giving involves making a purchase where a portion of the proceeds goes toward an organization. Examples include [Nike’s “Livestrong” gear and apparel and the Gap (RED) t-shirt campaign]. In the last 12 months, have you made a purchase where a portion of the proceeds went toward these or any other charitable organizations?Q21: Thinking of the purchase where a portion of the proceeds went to a charitable organization, how important were each of the following in motivating you to make this purchase?Q22: Which of the following applies to you? Please select all that apply.
- DENNISNEED TO DISTINGUISH BETWEEN GIVING BY TEXT VS. GIVING BY MOBILE PHONEBack in 2010, when were in the field with the first generation of this study, the earthquake in Haiti had just happened, and donors were participating in droves in text-to-donate drives. At the time, we wondered if this was the tipping point for mobile giving as a donor channel? Bottom line, that was probably the hey-day of SMS giving. Giving by text appears to be going nowhere, BUT giving via mobile device is a different story. Gen Y and X are more comfortable doing this; older generations have greater reservations.However, even 6-in-10 Boomers say that their mobile phone is their primary phone. As they get more comfortable using this device for most of their communication, our hypothesis is that the % who donate via mobile device will increase***Q31: When thinking about making online donations to charities, would you ever donate using a mobile device such as a Smartphone or tablet? Please select all that apply.Q42: Which of the following best describes you when it comes to phone usage? Please select one.
- MARK***Q37: Have you ever donated to a charitable organization through a “crowdfunding” site? [explanation of crowdfunding given]Q38: Which of the following crowdfunding sites have you used?Q39: How likely would you be to donate through crowdfunding in the future?
- MARK***Q27: When donating to a charity, which of the following do you prefer to do?Q28: How much impact would each of the following have on motivating you to make a larger donation to a charity?
- DENNIS***Q10: Which of the following best describes the types of non-profit organizations and charitable causes to which you made a donation(s) in the past 12 months? Please select all that apply.Q10B: Of the different types of non-profit and charitable organizations to which you've donated in the past 12 months, which ones would you continue to give to if you had only half as much money to give next year? Please select all that apply.
- MARK***Q15: Due to personal or economic circumstances, donors sometimes need to make changes in the amount of charitable donations they make. What about you? In the next 12 months, will you most likely increase the overall dollar amount of charitable donations, decrease, or remain the same.Q16: And will you give to more charities, fewer charities, or the same number of charities?
- MARK AND DENNIS
- DENNIS
- DENNIS