Make A Wish conference presentation on Next Generation of Giving
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Review of how various generations engage and donate to non-profits with emphasis on Boomers and Millennials.
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Make A Wish conference presentation on Next Generation of Giving
- 2. The Next Generation of American Giving: How Generations X, Y, Baby Boomers, and Matures Donate and what this means to Make-A-Wish Dennis McCarthy Director, Target Analytics - division of Blackbaud Speaker Photo Goes Here October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 3. Begin with a thought… Noted technology analyst -- R “Ray” Wang of Constellation Research astutely characterized the importance of data as follows: “Data is the foundation of digital business. Every touch point, every click, every digital exhaust is relevant insight.” October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 4. What will we learn today… • Review the Next Generation of American Giving Report • What’s the fuss about Millenials • Who are your donors? October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 5. The 2013 Next Generation of American Giving review October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 6. Rules for this session • Please ask questions but don’t be offended if I hold some of them til the end of the presentation. • Please tweet and share content shamelessly via social. Channel your inner Opra, Ellen and Jimmy #NextGenGiving • The deck will be posted on slideshare later today http://www.slideshare.net/dmccarthy104 or email me and I’ll send it to you October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 7. The Report Methodology 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 Gen Y ages 18-32 (b. 1981-1995) Gen X ages 33-48 (b. 1965-1980) Boomers ages 49-67 October 22-24, 2014 Annual Conference, Scottsdale, Arizona (b. 1946-1964) Matures age 68+ (b. 1945 or earlier
- 8. So Generational Giving and Engagement, what’s to learn? • What’s the relationship between your supporters generation and how they give and engage. • Why Boomers are your most important generation (Ignore your leadership and Board of Directors) • What’s the role of email, social media, crowdfunding and direct mail for each generation October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 9. Americans’ Generosity Increases With Age 59% Give 39.5M donors $732 yr/avg 3.9 charities $28.9 B/yr Boomers 72% Give 51.0M donors $1212 yr/avg 4.5 charities $61.9 B/yr 60% Give 32.8M donors $481 yr/avg 3.3 charities $15.8 B/yr Gen X Gen Y Matures 88% Give 27.1M donors $1367 yr/avg 6.2 charities $37.0 B/yr October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 10. The Significance of Boomers to your organization Matures 26% Gen Y 11% Gen X 20% Boomers 43% Generations Contribution to Total Giving (% of total dollars) October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 11. Tweet this now…. Why Boomers? That’s where the money is (kudos Willie Sutton) 70% of $$$ comes from donors 50+ #NextGenGiving October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 12. Omni-channel is the new norm for all non-profits Which of the following charitable giving methods have you used in the past two years? Checkout Donation 52% Online Donation 47% Purchase for Proceeds 39% Retail giving 29% Street Canvassing 25% Pledge 22% Responded to mailing 10% Checkout Donation 51% Purchase for Proceeds 42% Online Donation 40% Pledge 39% Street Canvassing 29% Retail giving 27% Responded to mailing 22% 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% October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 13. What’s the future of Direct Mail 66% 61% 56% 53% 10% 64% 58% 22% 61% 40% 64% 52% Mail from a charity is very or smwt October 22-24, 2014 Annual Conference, Scottsdale, Arizona 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
- 14. Generational Giving Again no surprise - Matures & Baby boomers carry the day Generation Years $100K+Max Gift $25K- $99999 Max Gift $10K- $24999 Max Gift $1-9999 Max Gift $0 Total File US Pop (2010) Greatest Gen 1901-1924 0.00% 0.17% 0.03% 0.32% 2.77% 1.00% 1.78% Matures 1925-1945 27.12% 29.43% 22.11% 23.07% 18.92% 21.73% 11.26% Baby Boomer 1946-1964 53.75% 50.51% 50.87% 48.14% 47.75% 47.99% 26.40% Gen X 1965-1981 12.11% 12.06% 18.06% 19.73% 17.89% 19.26% 26.60% Gen Y 1982-2000 1.94% 2.53% 3.14% 4.11% 3.70% 4.04% 14.13% Other/ Unknown N/A 5.08% 5.31% 5.79% 4.63% 8.98% 5.98 19.83
- 15. Who Is Connecting Online? engage with charities online 86% 78% 74% 58% Gen Y Gen X Boomers Matures
- 16. What Inspires Online Giving? October 22-24, 2014 Annual Conference, Scottsdale, Arizona 80% 47% 77% 40% 60% 42% 52% 27% Visiting website is important way to stay in touch with charity Made a donation through org's website in last 2 years 72% 12% 66% 12% 60% 16% 60% 17% Receiving email is important way to stay in touch with charity Responded to email appeal with a donation in last 2 years* Website E-mail
- 17. Tweet this now…. For Boomers: Online Giving=Direct Mail Everybody engages everywhere #NextGenGiving October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 18. Does Money Matter Most? How do you feel you can make the biggest difference? Volunteer 31% 8686% engage with charities online Word-of-mouth 18% Volunteer 30% WOM 11% WOM 13% Volunteer 20% October 22-24, 2014 Annual Conference, Scottsdale, Arizona Other 14% Volunteer 24% Other 23% Other 19% Other 16% WOM 8% Y X B M Donate money 25% Donate money 36% Donate money 45% Donate money 48%
- 19. Spreading the Word Comfort-level Sharing Info about Charities Support 65% very comfortable telling 8686% engage with charities online Gen Y others Gen X 56% very comfortable telling others Boomers 45% very comfortable Matures 47% very comfortable October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 20. How Social Are Donors? 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona 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 43% Y and X Think OK to post on social networking site and ask for donation 20% Boomers 6% Matures
- 21. 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 22. 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 23. 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 24. Tweet This Now #Goodbye SMS fundraising 8686% engage with charities online #NextGenGiving October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 25. Crowdfunding: Amanda Palmer, DIY, platforms 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 26. 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 27. Who Gets the Money? All causes give to % giving to cause Priority cause would continue to give if had only half as much money to give Other organizations 97% Local social services 44% Place of worship 41% Other Local social services 31% organizations 84% Place of worship 36% Average 3.6 causes Average 2.3 causes Top Causes % Give % Priority Give Local social service 44% 31% Place of worship 41% 36% Health charities 39% 21% Children’s 34% 25% charities Education 29% 16% Emergency relief 27% 14% Animal rescue/ protection 25% 17% Troops/veterans 23% 13% #nextgengiving
- 28. Future Giving is Status Quo 28 21% 52% 15% 18% 54% 16% 10% 63% 14% 10% 64% 13% % anticipate an increase in $ amount % anticipate no change % anticipate a decrease Net +6 +2 -4 -3 (increase – decrease) #nextgengiving
- 29. Tweet This Now #For now fundraising is a zero sum game 8686% engage with charities online #No one is adding October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 30. Now let’s take a peek at your donors.. October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 31. 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 32. 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 33. 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 34. Top Tweetable Takeaways 2. Omni-channel is the new normal 8686% engage with charities online 1. Follow the money 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 9. Your mileage will differ. October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 35. Now let’s spend a few minutes with the Millennials 8686% engage with charities online October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 36. And now for reading and homework 8686% engage with charities online 1. www.millennialimpact.com 2. www.npengage.com 3. www.imabgroup.net 4. www.slideshare.net/dmccarthy104 5. www.seachangestrategies.com/ 6. www.hjc.ca October 22-24, 2014 Annual Conference, Scottsdale, Arizona
- 37. Thank You or Q & A October 22-24, 2014 Annual Conference, Scottsdale, Arizona
Notes de l'éditeur
- *** 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.
- *** 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.
- *** 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?