and the survey says ... what prospective donors really think

Greg Buell, Senior PlannerFEBRUARY 7, 2017

AND THE SURVEY SAYS…

Executive Summary

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Key Survey Finding #1America’s favorite charity

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Key Survey Finding #2Donors believe you spend money wisely

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Key Survey Finding #3Hunger and homelessness are the key issues

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Key Survey Finding #4More competition for younger donors’ dollars and interest than their older peers

Survey Goals and Methodology

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Survey ObjectivesTo get to know your donorsUnderstand where The Salvation Army stands compared to other, similar nonprofitsSee how perceptions differ by age group, especially because of the pivotal shift in the donor landscapeTo uncover donor preferences and perceptions that will allow The Salvation Army to increase donor loyalty, generate more gifts, and accomplish their mission

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Survey ParametersWe partnered with Analytical Ones to survey 800 charitable donors in the United States• relatively balanced in terms of age groups and territories

Online survey data was collected from 9/28/15 to 10/6/15Participants required to:• Be at least 35 years old• Have made a charitable contribution in the last year

Donor Trends

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2000

2003

2006

2009

2012

2015

2018

2021

2024

2027

2030

2033

2036

2039

2042

2045

2048

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

Population Aged 60-85 by Generation (millions)

Gen YGen XBoomersSilentG.I.

The next10 years

Mix of Generations: 60-85 years old

$137.3 Billion Total

Survey Results

Awareness and Favorite Charity

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Strong awareness of The Salvation Army

Western Central Southern Eastern0%

10%

20%

30%

40%

50%

60%

70%

80%

59% 60%

67%

56%58% 60%

65%

56%

47%

53% 55%51%

Aided Awareness by Territory

American Red Cross The Salvation Army United Way

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Awareness equal across age groups

American Red Cross The Salvation Army United Way0%

10%

20%

30%

40%

50%

60%

70%

63%60%

51%

59% 59%

53%

Aided Awareness by Donor Age

Age 35 - 59 Age 60+

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The Salvation Army is the favorite

The Salvation Army

American Red Cross

Other United Way Food Bank Rescue Mission0%

5%

10%

15%

20%

25%

30%

35%

33%

24%

13% 13%10%

8%

Favorite Organization that Serves People in Need in My Community

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Key words donors associate with TSA

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Most donors chose TSA due to trust

American Red Cross They do good work/they do the most goodThe Salvation Army They are fiscally responsible/trustworthyUnited Way They serve a lot of peopleOther Their mission

Top reason donors chose this charity as their favorite organization

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Wise spending is your big advantage

American Red Cross The Salvation Army United Way0%

10%

20%

30%

40%

50%

60%

38%

51%

21%

38%

55%

30%

40%

47%

26%

40%

46%

23%

Organization Spends Donor Money Wisely

Western Central Southern Eastern

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Higher trust levels from older donors

American Red Cross The Salvation Army United Way0%

10%

20%

30%

40%

50%

60%

44% 42%

29%

34%

57%

22%

Organization Spends Donor Money Wisely

Age 35 - 59 Age 60+

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Positive Difference varies by age

American Red Cross The Salvation Army United Way0%

10%

20%

30%

40%

50%

60%

70%

80%

67%63%

51%55%

66%

39%

Organization Makes a Positive Difference

Age 35 - 59 Age 60+

Areas of Need and Opportunity

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Consistent concerns across age groups

Total Age 35 - 59 Age 60+

Homelessness/ Housing Assistance 23% 25% 20%

Hunger Relief 21% 21% 20%

Support for Veterans 14% 12% 17%

Top 3 referenced largest areas of need in donor's community

% Respondents

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Largest need alternates by Territory

Western Territory Central Territory Southern Territory Eastern Territory0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

14%

26%21% 22%

31%

17%23% 19%

Perceived Largest Area of Need by Territory

Hunger Homelessness

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Can we impact these areas of need?

Total Age 35 - 59 Age 60+

Hunger Relief 89% 86% 91%

Support for Veterans 87% 91% 83%

Homelessness/ Housing Assistance 78% 73% 82%

Is it possible for a nonprofit organization to make a significant

impact on this problem?

% Respondents

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Impact and success stories a priority

Christian/Faith-based aspects of the organiza-

tion

Success Stories of those receiving services

Financial Reporting0

1

2

3

4

5

3.5

4.2 4.0

Level to which The Salvation Army should focus its communications (average score on a scale of 1 to 5,

where 1 is low and 5 is high)

Younger Donors Present a Challenge

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Struggles with Younger DonorsPassion gapEvents and volunteer engagement opportunitiesWord of mouth plays key role

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Higher passion for ARC with young donors

American Red Cross The Salvation Army United Way0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

42%40%

29%

25%

39%

15%

Passionate About the Work of this Organization

Age 35 - 59 Age 60+

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Competition as young donors’ favorite

American Red Cross

Food Bank Rescue Mission TSA United Way Other0%

5%

10%

15%

20%

25%

30%

35%

40%

34%

6% 6%

31%

14%

10%

15% 14%

9%

34%

12%

17%

Favorite Organization that Serves People in Need in My Community

Age 35 - 59 Age 60+

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How donors interact with TSA

Age 35 - 59 Age 60+

Donated goods to The Salvation Army Family Store 68% 72%

Shopped at The Salvation Army Family Store 43% 44%

Know someone helped by The Salvation Army 28% 24%

Volunteer - Red Kettle/ Bell Ringer 25% 13%

Have been helped by The Salvation Army 12% 6%

Volunteer - Other than Bell Ringing 10% 6%

In what other ways have you interacted with The Salvation Army? Select all that apply

% Respondents

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More volunteering from younger donors

Total Age 35 - 59 Age 60+

Donate Money 71% 68% 74%

Sponsor someone raising money through a fitness event: run, walk, bike

38% 39% 37%

Volunteer time locally 34% 41% 27%

% RespondentsTop 3 ways in which you would consider supporting The Salvation Army?

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Differing ways of hearing about TSA

Age 35 - 59 Age 60+

Word-of-Mouth/Friends 51% 35%

Mail 35% 51%

Top ways donors have received information about The Salvation Army

% Respondents

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More give due to input from peers

0%

10%

20%

30%

40%

50%

60%

54%

47%

18%

34%39%

28%

40%44%

48%

32%

25%

16%

Top 6 Ways Donors Have Supported a Nonprofit Organization by Age Group

Age 35-59 Age 60+Overall Rank:

1 2 3 4 5 6

(1)

(2)

(3)(4)

(5)

(6)

(1)(2)

(3)

(4)

(5)

(6)

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More young donors giving to Red Cross

American Red Cross The Salvation Army United Way0%

10%

20%

30%

40%

50%

60%

70%

63% 61%

40%

54%

65%

43%

I Have Donated Money to this Organization

Age 35 - 59 Age 60+

Conclusions and Recommendations

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#1: You are America’s Favorite Charity!Donors are familiar with you and your programs You hold that status because donors believe …• You are fiscally responsible• You address needs that donors are concerned and

passionate about – hunger and homelessness

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Favorite: RecommendationsThe Salvation Army can build on this platform of strength: the strong brandUse your Family Stores, as this is how donors currently interact with The Salvation Army the most• Point-of-sale donation opportunities?• Collect shopper contact information and develop a strategy to

convert them to donors

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#2: Consistent Donor Focus and BeliefHomelessness and hunger: top two largest areas of need across all age groups and territoriesDonors believe that nonprofits can make a difference!Supporters are concerned about issues they can see or that impact a large number of people

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Focus and Belief: RecommendationsMake homelessness and hunger central to your fundraising offers• Use success stories on these topics in newsletters; less focus

on the Christian or faith-based aspects of TSA• These areas of need are visible to your donors: focus on

them in your communications

Include financial reporting in communications• Create regular financial accountability reporting to donors to

let them know that their money is going to the right place• Add financial reporting to newsletters

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#3: Gap with Younger DonorsYounger donors have a higher affinity toward the American Red Cross Donors feel as if the American Red Cross does the most good• The Salvation Army does too! Be sure to let people know

about it.

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Younger Donors: RecommendationsGet people talking! Encourage current constituents to get the word out, as they can be your heroes in expanding your reach:• Use Newsletters to show easy ways to spread the word• Better presence in social media (Facebook, Twitter, Blogs)• Encourage forwarding of your email

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Younger Donors: RecommendationsEmbrace the media and channels favored by younger donors• Direct mail is one of the top two media regardless of age;

begin testing to ensure that your current control packages resonate with younger donors

• Expand Digital channels such as email, mobile and social• Optimize your website with current information to build

engagement and donation response

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Younger Donors: RecommendationsYounger donors are drawn to “hands-on” activities• They want to touch the work and get their hands dirty

This will help fill the “passion gap” we see among younger donors• Expand fundraising events and enable grassroots events

(golf, walkathons, etc.)• Promote opportunities to volunteer, including the Red Kettle.

Bonus: volunteers tend to be your best donors!