about the study social giving trends biggest surprises key
TRANSCRIPT
• About the Study• Social Giving Trends• Biggest Surprises• Key Findings • Improving the Giving Experience • How to Use the Data
Jenna JamesonResearch Guru
OneCause
Kelly Velasquez-HagueContent & Thought Leadership Junkie
OneCause
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https://community.onecause.com/s/
2018 2021
Sample Size1,026 Social Donors Quotas set to ensure census representation
Survey ApproachOnline survey in April 2021Self-reporting questionnaireConducted by Edge Research
Social Donor DefinitionIn the last 12 months • Donated or attended a fundraising event, • Sponsored someone or participated in a fundraising run, walk, ride• Donated or requested donations as a part of a fundraising challenge, occasion, or giving day
EVENTSRUNS/WALKS/RIDES CHALLENGESGIVING DAYSOCCASIONS
Donated at or by attending a fundraising event like a gala, golf tournament, or similar event –either virtually or in-person
Sponsored someone or participated in a fundraising walk, run, ride
Donated to or participated in a fundraising challenge or virtual campaign (like the Ice Bucket Challenge)
Donated or requested donations for a specific day/month (like Giving Tuesday, Black History Month, etc.)
Donated or requested donations for an occasion like a birthday or in memorial/tribute
32% 28%38%39%40%
• What social giving experiences have you executed in last 12 months?
• Events• Challenges• Occasions• Giving Days• Runs/Walks/Rides• Mix of all
• Young People (46% of Gen Y/Z vs 20% of Boomers/Matures)
• People of Color (50% of black and 46% of Hispanic donors vs 34% of white donors)
• And attracting those that live in cities (47% of urban donors)
S H A R P R I S E I N G I V I N G D A Y S & M O N T H S
V E R Y P O P U L A R A M O N G :
KEY FINDINGSBIGGEST SURPRISES
56%
27%23%
16%12%
68%
15%18% 18%
Through a friend, familymember, or colleague
Advertisement Nonprofit reached outdirectly
Through work Celebrity or influencer
2021 2018
$220 Avg. Donation
$277 Avg. Donation
$225 Avg. Donation
$209 Avg. Donation
$142 Avg. Donation
Most likely to donate to sustain an org. through COVID.
Most likely to donate to a current
issue or need.
Least influenced by current issues or COVID support.
Saw the biggest drop in social giving
since 2018.
$1,351 Avg. Total Contributions
$796 Avg. Total Contributions
$1,403 Avg. Total Contributions
$1,394Avg. Total Contributions
The Rise of the MillennialCaretaker
KEY FINDINGSKEY FINDINGS
71%Anticipate Mixed
Engagement
KEY FINDINGSIMPROVING THE GIVING EXPERINCE
81%
66%
63%
62%
62%
62%
60%
59%
57%
55%
53%
51%
50%
44%
Make your donation
Log on
Access info on mobile
Find schedule
Access online content
Share info about the org
Promote the fundraiser
Register
Track org's progress
Track your/a participant's progress
Interact with other donors
Access livestreamed content
Solicit donations online
Set up personal fundraising page
% very easy (excluding DK/NA)
HOW TO USETHE DATA .MAP OUT
YOUR GIVING EXPERIENCES
EVALUATEYOUR FUNDRAISING MIX
SURVEYYOUR DONORS
FUNDRAISER FORUMWebinar discussions, group chats
SHARING INSIGHTSIdeas, knowledge, and best practices
OPEN TO ALLConnect and start sharing today