Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015
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A review of giving across American by generation, and by ethnicity and race. How does America give, to whom and how do they give? Learn now!!
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Diversity in giving examining the changing landscape of philanthropy pre 10 21 15 bbcon 2015
- 1. The Changing Landscape of American Philanthropy PRESENTED BY DENNIS MCCARTHY, BLACKBAUD PAM LOEB, EDGE RESEARCH
- 2. 2 Why These Studies…Why These Questions
- 3. As people of color become majorities in communities across America, successful nonprofit organizations will need to have a diverse donor base to sustain and grow their operations. -Dr. Emmett Carson
- 4. 4 Next Generation of American Giving, May 2013 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) Looking at the giving habits of Gen Y, Gen X, Boomers and Matures Data is self-reported, not transactional Diversity in Giving, October 2014 Online Survey of 1,096 U.S. Donors Utilized the web-enabled KnowledgePanel®, the nation’s only probability-based panel, recruited to be representative of the U.S. population Oversamples of African-American, Asian, and Hispanic respondents. Used Census definitions Survey offered in English and Spanish Two Studies
- 5. Generosity Across the Ages % Giving Totalannualgiving $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 40% 50% 60% 70% 80% 90% 100% 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 Matures Boomers Gen Y Gen X 4
- 6. Gen Y 11% Gen X 20% Boomers 43% Matures 26% 6 Generations Contribution to Total Giving (% of total dollars) The Significance of Boomers
- 7. 7 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? Multi-channel As the New Normal
- 8. 8 66% 53% 10% 64% 58% 22% 61% 61% 40% 56% 64% 52% Mail from a charity is very or somewhat acceptable Mail is important way for charity to stay in touch Gave a donation in response to a mail appeal in the last 2 years Gen Y Gen X Boomers Matures What’s the Deal with Direct Mail?
- 9. Does Money Matter Most? 9 How do you feel you can make the biggest difference? Donate money 25% Donate money 36% Donate money 45% Donate money 48% 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% M B X Y
- 10. 10 Comfort-level Sharing Info about Charities Support Spreading the Word Gen Y 65% very comfortable telling others Gen X 56% very comfortable telling others Boomers 45% very comfortable Matures 47% very comfortable
- 11. How Social Are Donors? 11 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 Gen Y Gen X Boomers Matures
- 12. 12 71% 78% 78% 70% Gen Y Gen X Boomers Matures Supported Someone Else Raising Money on Behalf of a Charity Fundraised on Behalf of an Organization or Participated in a Run or Event to Raise Money Gen Y MaturesBoomersGen X Peer-to-Peer Fundraising
- 13. 13 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 Retail Philanthropy
- 14. 14 59% 53% 46% 22% Have given in the workplace Workplace Giving Gen Y Gen X Boomers Matures (filtered among those employed or student) Workplace Giving
- 15. 15 % Agree Gen Y Gen X Boomers Matures I am concerned about what portion of the dollars I give to a non-profit/charity goes to overhead versus the cause. 69% 79% 82% 90% I have an idea of which non-profits/charities I will give to each year. 73% 72% 82% 91% I have an idea of how much I will budget for non- profits/charities each year. 44% 53% 62% 64% I am more likely to support a non-profit/charity when my friends and family ask me to, than if the request comes directly from the organization itself. 52% 49% 39% 42% Most of the charitable giving I do is spontaneous, and based on who asks me and/or what pulls at my heartstrings. 41% 40% 32% 30% I like supporting non-profits/charities by participating in social events (i.e. parties, dinners, walks, runs, etc.). 49% 37% 26% 19% I like when non-profits/charities offer their supporters promotional giveaways (i.e. T-shirts, coffee mugs, etc.). 40% 31% 25% 17% I feel it is my responsibility to support non- profits/charities by signing petitions or engaging in other forms of advocacy on their behalf. 34% 31% 23% 22% Differences in Mindset
- 16. 16 Caucasians African Americans Asians Hispanics 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% <35 (Millenials) 35-49 (Gen X) 50-69 (Boomers) 69+ (Matures) Age Distribution by Race/Ethnicity 15 Generations and Race/Ethnicity
- 17. The Donor Gap 16
- 18. Donors Share Core Values Religion and faith are both drivers and indicators of giving. The impulse to help those in need is universal. Wealthier individuals donate more in absolute terms than those with mid-level or lower incomes.
- 19. The African American Donor Community
- 20. African American Donors: At A Glance 20 Religion and faith are a more important part of philanthropy than among any other group More than any other group, interested in supporting their unique heritage and community Giving is more personal and spontaneous Not as likely to give through direct response channels, but also not being asked 17
- 21. African American Donors: Demographics Gender Generation Income Religion Significantly more likely to be lower or middle income More likely to be engaged with religion; significantly more likely to self-describe as evangelical Christian Female: 54% Male 46% Matures: 13% Boomers: 45% Generation X: 22% Millennials: 20% 48%report household incomes below $50,000/year 64% 49% 48% Religion very important Attend services at least once a week Born-again/ evangelical
- 22. 22 50% 40% 37% 37% 23% 21% 12% Place of worship Local social service Children’s charities Health charities Military/veterans Youth development Anti-hate/equality Top Charities Supported 75% say is important to support their place of worship, far surpassing any other group On average, say give 13% of income to place of worship, more than any other group (among those who give to place of worship) ↑ ↑ Significantly higher than donors overall ↑ 18 African American Donors: Giving Priorities
- 23. 23 66% 57% 46% 45% 58% 43% 28% 32% Tend to give in small ways (toy/food drives, checkout donations, etc.) Responsibility to support orgs positively impacting AA community Like when orgs offer promotional giveaways Like supporting by participating in social events Giving Habits/Attitudes: More Likely To Agree African - American Donors All Donors ↑ ↑ Significantly higher than donors overall ↑ ↑ ↑ 23 African American Donors: Giving Habits/Attitudes
- 24. African American Donors: Giving Habits/Attitudes 65% 60% 47% 79% 80% 56% Have an idea of which orgs to give to Concerned about overhead vs the cause Have idea of how much I will budget for donating Giving Habits/Attitudes: Less Likely to Agree African American Donors All Donors ↓ ↓ Significantly lower than donors overall ↓ ↓
- 25. 25 49% 28% 19% 11% 18% 43% 18% 31% 19% 24% Have made donations at checkout Have given to canvassers on street/at home Have given online via org's website Have become monthly donors to a cause Have made a tribute/ memorial donation Donation Channels: More and Less Likely to Use African - American Donors All Donors ↑ Significantly higher than donors overall ↓ Significantly lower than donors overall ↑ ↑ ↓ ↓ ↓ 20% One out of five African Americans says he or she would support more organizations if asked more often 20 African American Donors: Outreach
- 26. The Asian Donor Community
- 27. 27 Giving priorities are different—more likely to support emergency relief efforts and education; religion not as important as driver of philanthropy More likely to plan and research their philanthropy Generous U.S. donors, even though this group is more likely to have been born outside the U.S. Younger, well educated (82% college degree+), more likely liberal and female Most technologically connected and willing to use alternate giving channels 21 Asian Donors: At A Glance
- 28. Asian Donors: Demographics Gender Generation Income & Education Religion Less likely to feel it is their responsibility to support nonprofits because of their faith Female: 60% Male 40% Matures: 13% Boomers: 33% Generation X: 29% Millennials: 25% 42%40% 42% College degree Post-graduate degree Highly Educated
- 29. Asian Donors: Giving Priorities Place of worship not top giving category ↑ ↑ Significantly higher than donors overall ↑ 36% 35% 35% 34% 29% 24% 18% Health charities Children’s charities Local social service Place of worship Emergency relief Formal education Youth development Top Charities Supported ↑
- 30. 30 40% 36% 29% 27% 28% 24% Always visit a nonprofit's website before becoming a supporter Like when orgs offer promotional giveaways Prefer to give to orgs that change policies/laws Giving Habits/Attitudes: More Likely To Agree Asian Donors All Donors ↑ Significantly higher than donors overall ↑ ↑ ↑ 49% Asians are more likely to support a cause if the request comes from a friend or family. And this group is nearly twice as likely to give via crowdfunding. 30 Asian Donors: Giving Habits/Attitudes
- 31. 31 39% 19% 19% 38% 31% 10% 24% 43% Have given online via org's website Have donated through a crowdfunding site Have made a tribute/ memorial donation Added a donation at checkout Donation Channels: More and Less Likely to Use Asian Donors All Donors ↑ Significantly higher than donors overall ↓ Significantly lower than donors overall ↑ ↑ ↓ ↓ 23 Asian Donors: Outreach
- 32. The Hispanic Donor Community
- 33. 33 Give larger percentage of income to church than donors overall Not asked for donations as frequently as others, and not as likely to give through traditional direct response channels; most interested in hearing more from nonprofits Youngest of all groups and most likely to have children in their households Much more likely to say they give spontaneously, when something pulls at their heartstrings Strong commitment to children's causes 33 Hispanic Donors: At A Glance
- 34. Hispanic Donors: Demographics Gender Generation Income Religion Cite their place of worship first among nonprofit categories they support Female: 43% Male 57% Matures: 7% Boomers: 30% Generation X: 33% Millennials: 30% 45% More likely to be lower or middle income 45%report household incomes below $50,000/year
- 35. Hispanic Donors: Giving Priorities 45% 40% 31% 30% Place of worship Children’s charities Health organizations Local social service Top Charities Supported Health and local social service organizations are popular, but Hispanic donors are still less likely to give to either than donors as a whole ↑ Significantly higher than donors overall
- 36. 36 52% 18% 21% 36% 9% 10% Most giving is spontaneous/pulls at hearstrings Would support more nonprofits if asked more often Would like to support more nonprofits but don't know how Giving Habits/Attitudes: More Likely To Agree Hispanic Donors All Donors ↑ Significantly higher than donors overall ↑ ↑ ↑ 55% More than half of Hispanics say they prefer appeals in English 36 Hispanic Donors: Giving Habits/Attitudes
- 37. Hispanic Donors: Giving Habits/Attitudes 63% 57% 39% 80% 79% 56% Concerned about overhead vs. cause Have an idea of which nonprofits will give to each year Have an idea of how much will budget for nonprofits each year Giving Habits/Attitudes: Less Likely to Identify With Hispanic Donors All Donors ↓ ↓ Significantly lower than donors overall ↓ ↓
- 38. 38 22% 23% 13% 23% 27% 18% 18% 24% 31% 32% Have given to canvassers on street/at home Donated through a 3rd party vendor Have donated in honor/memory of someone Have donated through an organization's website Have given in response to postal mail appeal Donation Channels: More and Less Likely to Use Hispanic Donors All Donors ↑ Significantly higher than donors overall ↓ Significantly lower than donors overall ↑ ↑ ↓ ↓ ↓ 26 Hispanic Donors: Outreach
- 39. 39 1. Get serious. 2. Embrace the change from the inside out. 3. Stop obsessing about Millennials. 4. Don’t forget to listen. 5. The fundamentals are the fundamentals. 6. Think about the baton pass. 7. Moving from a linear/transactional relationship to “giving in the flow of everyday life.” Embracing the Changing Landscape
- 40. Dennis McCarthy, Ashley Thompson and Erin Duff at Blackbaud Pam Loeb, Mariel Molina, Erin Wagner and Lisa Dropkin at Edge Research Mark Rovner at SeaChange Strategies And for inspiring us all: Dr Emmett Carson of the Silicon Valley Foundation 28 Thank you to those who helped with this project
- 41. Thank you! Read the whitepaper here: www.blackbaud.com/GivingDiversity For additional information, please contact: Dennis McCarthy | Dennis.McCarthy@blackbaud.com Pam Loeb | loeb@edgeresearch.com 29
Notes de l'éditeur
- Data points in a flow of research since 2008. Built on that, updates, solidifies some findings, and introduces some new insights Recognize our partners and give a little history 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) NB: THIS IS ATTITUDINAL DATA AND NEDS TO BE READ IN CONJUNCTION WITH TRANSACTIONAL
- PAM *** 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?
- PAM *** 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?
- PAM *** Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply.
- PAM *** 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?
- PAM *** Q17: How do you feel you can make the biggest difference with the charities you support? Please select one.
- PAM *** Q35: Which of the following best describes how comfortable you are sharing information with others about the charities you support? Please select one.
- PAM *** 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.
- PAM *** 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.
- PAM *** 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.
- PAM *** Q23: Some employers encourage their employees to support charities. In the last 12 months, have you done any of the following? Please select all that apply.
- PAM *** 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?
- And as we started to think about what’s next, and how our country’s demographics are changing, decided to look at each of the major racial and ethic groups by generation …
- - The first data point that really jumped out at us was what we call the “Donor Gap” – Philanthropy today looks a lot like the US population of 1990, 25 years ago. Not like the pop of today, and certainly not of tomorrow - The green bar indicated the percentage of donors in each of the 4 main ethnic/racial groups today. The light grey bar reps US pop in 90 … 73% of donors today are non-Hispanic whites, despite the fact that they only make up 64% of the population You can see that AA and Hispanics are under-represented in the donor universe Asian donors are on par with the US population But this does not suggest that whites are “more generous.” In fact, regression analysis shows that neither race nor ethnicity are sig predictors of donation amount
- As we analyzed the findings from this research, it was clear that donors agree on a lot of the big things – regardless of their race or ethnicity First … and what I mean by that majorities across all of the main racial/ethnic groups Feel Responsibility to Support Non-Profits /Charities through Monetary Donation. And roughly a third across all groups take time to volunteer Second … You’ll see as we get into the data, that religious orgs capture a significant proportion of dollars donated (even though giving to religious institutions has slowed since the mid 1980’s), religion/faith continue to be a major driver of philanthropy across racial and ethnic groups . Beyond that, donors who are actively engaged in their religious community are not only more likely to give, but give more Last Income is, not surprisingly, the key driver of donation amount. Meaning … That doesn’t mean that wealthier individuals contribute a larger percentage of their income to charities (in fact other studies would show that they do not), but they do contribute more in total dollars – regardless of their race or ethnicity
- So lets take a look at where there are some notable differences by group. And I’m going to start off with a few slides that look at the African American Donor community
- There are 4 trends that are worth noting, and you’ll see when we get into the data
- Let’s take a quick look at demographics Gender pretty even split, skew slightly female but not stat sig Disproportionately Boomers – more so than any other group Sig more likely to be lower or middle income All told, the most religious of the groups we examined
- Some more data underscoring how foundational religion is in their philanthropy Half say they give to their place of worship – significantly more than any other charitable category. Even more think its important to support their place of worship. And among those AA who give to their church, report giving on average 13% of their income – a larger percentage than any other group 4-in-10 also give to ss, kids, health Interesting to note 2 places where they over-index: youth dev, and AA are near twice as likely to support orgs that fight hate, prejudice, and inequality
- Compared with the overall donor universe, AA’s are more likely to … - And AA are more 49% (126) are very comfortable telling others about the charities they support, higher than any other racial/ethnic group
- They are less likely to be prescriptive in their giving
- Their channels vary slightly from donors overall. More likely to give in small ways at checkout. Interestingly, more open to canvassing efforts, which is an interesting opportunity for some orgs Less likely to have made a donation online, and index lower on other traditional dr channels like mail and email appeals But this group is not asked as often as Caucasian and Asian donors, and 20% say they would support more orgs if asked more often, suggesting that AA’s may be left out of mainstream fundraising efforts
- Turning to the Asian Donor Community. Before I get into the data, one question I have been asked is what languages the survey was offered in. So many Asian dialects, would become cost prohibitive. We had respondents who speak Chinese, Korean, Japanese, Vietnamese, Tagalog, etc.
- Asian donors are quite generous, report giving more on average than several other groups, and give to more charities. But interestingly, less than half were born in the US – mostly first and second generation Americans As you will see in a minute … (point 2) This is a particularly technologically savvy donor group and they are open to non-traditional channels Their giving priorities are a little different … And we will see that they definitely plan and research who gets their dollars
- Skew more female Younger – more than half are under 50 8-in-10 have a college degree plus – the most educated of the donor cohorts Religion does not play as strong a role in their giving
- In fact, religion is noticeably absent from the top 3 charitable categories Asian Donors are as likely to give to health, kids, and ss charities And they are more likely to give to emergency relief and formal education (i.e. their alma mater) than donors overall – not surprising given the education level
- Like Caucasian donors, Asian donors are more deliberate in where they give their dollars – they budget and plan They are the group that is most likely to visit an organization’s website before becoming a supporter They are also more likely to respond to word-of-mouth. Asian donors, more than any group, say that they support a cause when the request comes from friends or family
- Thus its not surprising that Crowdfunding is more popular with this group. 19% of Asian donors say they have donated through a crowdfunding site, compared to just 10% of donors overall They are also the most likely to make a donation directly through an org’s website
- Last, but not least, I want to talk about the Hispanic Donor Community
- This is the youngest of all groups – 2/3’s are under 50, and they are the most likely to have kids in their HH. Those with kids actually donate more than those without So their strong commitment to kids’ causes makes a lot of sense Spontaneity is the hallmark of Hispanic giving. Hispanic donors tell us they give “in the moment” based on what pull at their heartstrings Again, we see a group that is probably underserved by traditional direct marketing channels. They are not asked to give as frequently, and are interested in hearing more from NGO’s
- Here’s a little on demographics I think the biggest takeaway is around age. This is by far the youngest donor cohort, with 30% Millennials, and 33% Gen X’ers, and the Hispanic population in the US will continue to grow into the foreseeable future. If you are thinking about lifetime value, this is a group on which to focus
- Hispanic donors prioritize their church, followed by children’s charities Health and ss are also priorities, but actually a little less so than donors at large
- As I mentioned earlier, Hispanic donors are the group most likely to say that most of their giving is spontaneous, when something or someone grabs them emotionally And a big question I hear debated a lot – should our fundraising appeals be in English, bilingual, in Spanish. 55% of our respondents said they actually prefer English, and another 17% are fine w/ both Two-in-10 tell us that they would support more ngo’s if asked, but they don’t always know how (go to Tweet)
- - Giving in the moment means Hispanic donors do less planning in advance and are less concerned about administrative issues than donors on average
- In terms of channels – Hispanic donors are less likely to give through some of the more traditional channels like mail and website But more have given to canvassers on the street or at home And done some type of retail philanthropy by making a donation where a portion of the merchandise they buy goes back to the cause So that’s a quick overview of the data. I’m going to hand it over to Dennis to wrap-up with some parting thoughts
- MARK