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 2012

1. FUNDRAISING
a matter of a durable
dialogue
Rudy Van Halle
Fundraising Day
15-05-2012

2. Media & Social
dedicated to help
NGO’s
in developing
good
their
causes

3. Challenges ahead
Like
50 DM
Door to door
40 TV
E-mail
30
Social Networks
20 Radio
10
Incite 0 Attract
Mediapreference 2011
Irritate
With an increasing number of channels, which ones
are activating without being intrusive?

5. Let’s ask the Belgian population
What are their donating
habits?
What are their preferred
communication channels
bpost – Omnibus March 2012 - Profacts
4

6. Representative sample of the
Belgian population
SAMPLE : 1568
Online
(CAWI)
Age
%
Category
<30 21 %
30-39 20 %
40-49 21 %
50-59 20 %
60+ 18 %
bpost – Omnibus March 2012 - Profacts 5

7. Donating habits
6

8. Donating yes…
“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 5% doesn’t know
to
13% not, but intend to in
70% already
donated to an NGO
bpost – Omnibus March 2012 - Profacts 7
Base: Total Sample (n=1568)

9. …but volunteering, no thanks
91% does not volunteer
only 2% is volunteer
6% would like to volunteer in the future
bpost – Omnibus March 2012 - Profacts 8

10. People do give because they are ‘ committed to the
cause’
Yes/Intend (n=1313)
“Which factors determine your choice to support a specific NGO?”
More than 1 option possible
I (would) donate because...
I am convinced about the good cause /
48
I feel committed to the cause
A small contribution can already have a large
35
impact
I am convinced about the efforts of the NGO 35
I get something in return for my contribution 23
The amount that I donate can be deducted in
20
my taxes
As a favour to an acquaintance or a volunteer 13
Other 2
0 20 40 60 80 100
Base: only people who have already
donated to an NGO and/or intend to do so. bpost – Omnibus March 2012 - Profacts 9

11. Tax advantage becomes more important
with the age
Younger people want something in
return Which factors determine your choice to support a specific NGO, more than 1
option possible?”
<30 (N=285) 30-39 (N=284) 40-49 (N=272) 50-59 (N=256) 60+ (N=216)
Committed
54
to the cause
Small contribution,
38
large impact
Convinced
40
about efforts NGO
Something in return 30
Tax advantage 9
As a favour 14
Other 2
Yes/Intend (n=1313)
10

12. 23%
17%
Women are less
interested
in the tax reduction
argument
as are
frenchspeaking Belgians
13%
25%
11

13. Preferred channels
12

14. More than half of 56%
FIRST donations
are triggered by 18%
Face 2 Face contacts
3%

15. Younger people indicate personal encounters as trigger n°1
Older people are equally persuaded by personal contact
and messages on paper.
“Your (first) donation was triggered by?”
<30 (N=218) 30-39 (N=240) 40-49 (N=234) 50-59 (N=223) 60+ (N=187)
Encounter with a
volunteer 65 65 59 50 40
(on the street,…
Message on paper 15 25 37
6 9
(folder, letter, etc.)
Message via
3 3 2
internet (email, 5 1
banner etc.)
9 10 8
I don't know 9 12
14 11 13
Other 15 12
Base: only people who have already
bpost – Omnibus March 2012 - Profacts significant difference vs. total
donated to an NGO

16. 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”
I buy gift cards, stickers, candles, pencils etc. to
55
support NGO's
occasional
I donate once in a while, for instance in case of
23
a human or ecological disastre (e.g. …
I donate on a regular basis, always to one and
16
the same organisation
I donate on a regular basis to several
organisations, but always the same ones
15 regular
I donate on a regular basis, but I often change
7
organisations
None of the above apply 7
0 20 40 60 80 100
Yes (n=1102)

17. Older people donate more regularly than younger
respondents.
“Indicate which (of the following )statement(s) suit(s) you (more than 1 answer possible)”
<30 (N=218) 30-39 (N=240) 40-49 (N=234) 50-59 (N=223) 60+ (N=187)
Base: only people who have already significant difference vs. total
donated to an NGO bpost – Omnibus March 2012 - Profacts 16

18. In general, most respondents indicate to donate
on an irregular basis.
“On average, how often do you donate to an NGO?”
On an irregular basis 39
33
48
Several times per year 27
Once per year 20
On a monthly basis 14
0 20 40 60 80 100
Yes (n=1102)
Base: only people who have already
donated to an NGO bpost – Omnibus March 2012 - Profacts

19. Younger people donate more irregularly, while
older people donate more on a regular basis.
“On average, how often do you donate to an NGO?”
<30 (N=218) 30-39 (N=240) 40-49 (N=234) 50-59 (N=223) 60+ (N=187)
Base: only people who have already significant difference vs. total
donated to an NGO bpost – Omnibus March 2012 - Profacts 18

20. Most people donate more than the fiscal interesting amount
of 40 Euro.
“What is the total amount that you donated in 2011?”
Less than 40 Euro 38
More than 40 Euro 33
43%
40 Euro 10
I didn't donate in 2011 8
I don't know 11
0 20 40 60 80 100
Yes (n=1102)
Base: only people who have already
donated to an NGO bpost – Omnibus March 2012 - Profacts

21. >25% of people generated via paper donate
regularly
30.0%
25.0%
20.0% Ik doneer regularly to
I donate
regelmatig, telkens aan
the same
dezelfde organisatie
organisation
15.0%
Ik Idoneer regularly to
donate
10.0% regelmatig, aan
several
meerdere organisaties
organisations
5.0% maar telkens dezelfde
.0%
Papier Online F2F
indicative
bpost – Omnibus March 2012 - Profacts

22. The older the respondent, the more
he/she donates.
“What is the total amount that you donated in 2011?”
<30 (N=218) 30-39 (N=240) 40-49 (N=234) 50-59 (N=223) 60+ (N=187)
Less than 40 Euro 52
45
31
More than 40 Euro 16 29
10
53% 63%
40 Euro 12
39
6
I didn't donate in 2011 7 10
10
11
I don't know 13 11
Yes (n=1102)
Base: only people who have already significant difference vs. total
donated to an NGO bpost – Omnibus March 2012 - Profacts

23. First donations via Direct Mail generate higher gifts
60.0%
50.0%
40.0%
< €40 %
40 EUR %
30.0%
>€40 %
No donations in 2011 %
DNK %
20.0%
10.0%
.0%
Message via paper Message online Face to face I don't know Other
indication

24. Conclusions
23

25. 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 generate
donations
Younger donors give more occasional and buy rather merchandising, older are
more generous and regular

26. And finally, some tips
Fundraising copy can be
Creatif
Build a dialogue,
appeal for donations,
thank your supporters
for donating,
inform them on the
evolution of your good
cause, trigger when they do
not reach the €40
Cluster your
donorsegments
in function of channel
preference

27. 50+
The
generous
Donation 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
bpost – Omnibus March 2012 - Profacts 26

29. Planet
Lovers
interested in
> Ethical products
> Environment
> Bioproducts
> Charity
Mostly
> French speaking
> Average profile
63.359 prospects are
waiting for you
28

30. How can we help you?
www.bpost.be/fundraising
bsocial@bpost.be
29