Charity Trends and Giving Tuesday

1. How to Leverage GivingTuesday
To Work Today’s Key Giving Trends
Shannon Craig
November 4, 2014

2. Key Trends

3. Donor Loyalty
As charities, we all have leaky buckets. Looking
at the average charity in 2012:
• Every $100 gained was offset by $96 in losses
through gift attrition.
• Every 100 donors gained was offset by 105 lost
in donor attrition.
Source: The Association of Fundraising Professionals, The Effectiveness Project 2013

4. Online Donations
7-10% of overall fundraising revenues are now raised
online.
Online growing faster than overall giving.
• 2013/2012: Online +13.5%, Overall + 4.9%.
Online donations for small charities is growing fastest
• +18.4%, comparable to what we see at CanadaHelps
It just makes sense: the average Canadian spends a
lot of time connected:
• 4 hours 53 minutes a day on a desktop/laptop
Source: 12013 Digital Giving Index. 22013 US Charitable Giving Report, BlackBaud.

5. Mobile
Ready or not, mobile is affecting your organization.
• 75% of Canadians have a mobile phone.
• 62% own smartphones.
• 22% of all donations via CanadaHelps are now via a mobile.
At CanadaHelps we see YOY growth in visits of:
• 17% on desktop/laptop
• 60% on tablet
• 90% on smartphone
Is your Website mobile-optimized?
• The majority of us have a ways to go!
• November 12th, join the CanadaHelps’ free Webinar. Socially
Good will share results of their State of the Web Nation
Research Results with Benchmarks for Canadian Charities.

6. Social Media
A great way to engage Canadians.
• 85% of Canadians have a Facebook account
• 14M Canadians check their Facebook newsfeed each day!
• 9.4M check their Facebooks from a mobile phone or tablet.
Its increasingly driving donations.
• 15-18% of visits to donations pages in Canada are now from
Facebook referrals.

7. Peer to Peer Social Fundraising
Market Estimated at1:
• $350M for donor-driven P2P fundraising
• $1.0B for charity-driven P2P events & thons
Looking to the US2:
• P2P giving represents 18% of total US giving.
• P2P is the fastest growing way to give.
Harnesses the Online Social World2:
• 18-20% of P2P donations come through Facebook.
• The average charity grows donations by 15% when
they start P2P Fundraisings.
Source: 1Government of Canada, Fundraising Study. 22013 Digital Giving Index.

8. Website
41% of all donors go to your Website before making a
donation.
Your storytelling content, organization of content and
donations pages matter.
• November 12th CanadaHelps free Webinar. Socially Good
will share some amazing insights based on State of the
Web Nation: Benchmarks for Canadian Charities results.
Here’s an example. From CanadaHelps data, we know
maintaining a Donate Now call to action across your site
with a streamlined donation path matters.
• We’ve seen our charity clients increase donations by 38%
moving to our Donate Now button and Custom Donate
Now page.
Source: 1AFP, What Canadian Donors Want.

9. Generational Differences
GEN Y
(18-32)
Gen X
(33-48)
Boomers
(49-67)
Civics
(68 & over)
Size of Segment 3.4M 4.8M 5M 2.4M
% That Give 62% 79% 78% 87%
Amount Give $639 (15%) $831 (27%) $942 (32%) $1,507 (25%)
# of Charities 4.0 4.5 4.9 7.0
Want to see impact 55% 44% 28% 34%
Fundraise for charity 51% 49% 36% 25%
Would give w/ mobile 57% 38% 16% 12%
Like/Follow charities 58% 38% 16% 8%
Share about charities 52% 30% 11% 8%
Source: 2013 US Charitable Giving Report, BlackBaud.

10. GivingTuesday

11. GivingTuesday: December 2, 2014
A National Day when Canadians, charities and
business come together to celebrate giving.
The Tuesday right after two massive days of
commerce: Black Friday & Cyber Monday.
2013 Results:
 Over 1,300 partners
 #GivingTuesdayCA trended #2 all day
 Over 42M media impressions
 169% increase in donations through CanadaHelps
 225% increase for participating charities!
 US: Twitter to donation pages +700% vs. average day.
 US: Facebook referred 29.6% of visits to donation pages

12. How should you participate in GivingTuesday?
Choose what will best serve your charity.

13. How to amplify your success?
Get social with Shareable Content & Stories.

14. Get Social: Stay social.
 Follow #GivingTuesdayCA. Like the Facebook page.
 Always use #GivingTuesdayCA.
 Use other relevant trending hashtags.
 Announce that you’ve joined!
 Tease out your plans.
 Post lots of shareable content.
 Ask supporters to share your content.
 Ask supporters to provide content.
 Let followers know how to support you.
 Countdown and share momentum results.
 Share your results on Dec. 3rd.

15. Create highly shareable
content.
• Themed infographic
• Thought provoking visual
or industry data point
• Impact statements
• Inspiring quotes
PicMonkey.com: A free, easy
to use photo editing tool!

16. Get Your Supporters Engaging Socially
#UNSelfie
Over 1 million shared!
It’s back already! Personal
images posted on social
feeds that showcase
generosity.
Get your Charity in
the #UNSelfie stream!
Ask your supporters to
share why they support you
including @yourhandle or
#yourhashtag & #unselfie
Create your own
version!
American Red Cross
#GiveWithMeaning.

17. We All Have A Story
Deeper Stories: Board. Staff. Volunteers. Major Donors.
GivingTuesday is a door opener for your committed supporters to show
support for the day sharing why your organization personally matters to
them. Curate these stories and draw upon them year round.

18. Use the day to meet your fundraising goals.
Its one day. So focus that day online.

19. Focusing on new donors?
• A lower, clear impact ask
like Free The Children’s
$20 per brick campaign
may work well.
Reaching out to current
base?
• Consider promoting
Tribute Gifts that help
spread the word.
Either way, look for a Gift
Match to help garner press
and motivate donors:
• Major Donor match gift
• Board match gift
• Corporation match gift

20. Ask Your Supporters To Strengthen Their
Commitment to Your Cause.

21. Art à la carte launched
a Letters of Hope
campaign.
Getting Community
members to write letters
of support &
encouragement to long-term
patients.
Patients were deeply
touched. Global TV
shared the story on
local and national TV.

22. Invite Volunteers
Ask Your Supporters!
On December 2, commit to
volunteer 40 hours with us in 2015.
Hold a Volunteer Day
A project at your office or an outreach
program. Hold it on GivingTuesday!
Young Detroit Builders winterized 20
North-Detroit homes on
GivingTuesday!

23. Ask your Supporters to
Fundraiser for you.
Support your fundraising
goals.
Acquire new donors with
the power of social
fndraising.
Ask supporters to share
using #GivingTuesdayCA
& @yourcharity.

24. Concerned your calendar is too full?
Think Loyalty. Give Thanks & Appreciation.

25. Say Thank You to
Donors, Volunteers
and Supporters!
Use video or a simple
picture with heartfelt
words.
Examples at www.givingtuesday.ca.
Try video: Animoto is
a free, easy tool for
creating great videos.

26. Announce or Kick-off an
already planned event.
Foundation Centre
Action started enrolling
basketball teams for
their 2014 Spring
Wheelchair event.

27. Come Together: Civic Movements

28. There are many
ways to do this:
- City Level or
within a 10
Minute Walk

29. Inspired by Baltimore’s
B More Gives More.
Guelph has 20 person
steering committee of
key influencers.
Full charity, donor and
corporate engagement
plan.

30. Challenge Your
Community:
Get to Know 3 New
Charities
Each Charity Runs an
Open House.
Local Business
Sponsors to cover
costs (food).

31. Find A Corporate Sponsor

32. Finding a Corporate Partner
Easier than you think?
 Approach local businesses.
 Seek synergies (sell toys, you help children).
 Pitch 3 tangible, feasible ideas.
 Know the benefits to you & the business.

33. Corporate “Take
Action” and “We’ll
Donate” Campaign.
Donations support
your cause.

34. Businesses Promoting to Customers
Phil Communications in Montreal volunteered and
organized Miriam Home – serving people with intellectual
deficiencies – Hannukah party on Tuesday December 3rd.

35. In Store Donations
Can be Monetary
or Non Monetary.
Montreal restaurant Chez Lévêque donated and collected
donations for several causes from customers.

36. Find a Matching
Partner
Deloitte matched
$5,000 allowing
Alzheimer Society
Nova Scotia to raise
over $10,000.
Interact matched
$10,000. Hundreds of
charities benefitted!
+
+

37. Ask Corporates to FUNdraise!
Challenge each department
to fundraise for your cause.
A little friendly competition
before a GivingTuesday
celebration.
It’s easy with CanadaHelps
Fundraising Pages.

38. Back to the Online Trends
 Online: It’s a day. Do it online.
 Loyalty: Give thanks and show appreciation.
 Social: Amplify. Use #GivingTuesdayCA
 Content: Ask for those great stories.
 Mobile: Get your GivingTuesday branded donation page!
 P2P Fundraising: A turnkey way to engage your donors.
 Demographics: Reach younger audiences. Get social. Campaign
online. Be mobile ready. Make it tangible and share your impact.

39. Ready to Get Start?
www.GivingTuesday.ca
Need more informaiton? Ask #GivingTuesdayCA