WELCOMET O T H E A U S T RA L I A N

C O M M U N I T I E S F O R U M 2 0 1 6

# A C F 1 6

UNDERSTANDING AUSTRAL IAN

COMMUNIT IESM A R K M C C R I N D L E

“I alone cannot change the world, but I can cast a stone

across the waters to create many ripples”

Mother Teresa

HOUSEHOLD INCOME BY QUINTILE

HOUSEHOLD WEALTH BY QUINTILE

HOUSEHOLD WEALTH BY QUINTILE

GIV ING AND COMMUNITY ENGAGEMENT IN

AUSTRAL IA

METHODOLOGY

• National survey of 1,510 Australians• Charity supporter survey of 2,688 supporters• Not-for-profit staff survey of 875 staff

GIVING IN AUSTRALIA

GIVING SENTIMENT MATRIX

TOP MOTIVAT IONS FOR GETTING INVOLVED WITH CHARIT IES

THE LONG-TERM ENGAGEMENT CHALLENGEAustralians are twice as likely to…

TOP 7 CAUSES% of Australians highly motivated by this cause

Q. Which of the following areas of need would you be highly motivated to give money to, or to volunteer for an organisation associated with this area?

THE 5 CHARITY ESSENTIALS% who say this is extremely / very important

Q. How important is it to you that a charitable organisation provides you with the following information?

CHANGES & CHALLENGES IN THE EXTERNAL ENVIRONMENT% who say this is extremely / very important

COMMUNICATION CHANNELS% who say this is extremely / very important

Q. How important are the following communication channels in helping you engage with causes, not-for-profit organisations, and charitable organisations?

ADVERTISING

Q. What do you think will be the biggest advertising and fundraising channels for community and charitable organisations in a decade (2026)?

CHARITIES ARE INCREASINGLY GETTING IT RIGHTWater level = % too much - % too little

Q. Thinking about the main charitable organisation that you have supported or do financially support, please rate the following on whether it is too little, too much or just right.

NET PROMOTER SCORE

Q. On a scale of 0 to 10, how likely would you be to recommend your organisation to friends and acquaintances looking for a charity to support?

CONTENT ON WEBSITE

Impact and effectiveness of programs

Percentage of finances allocated to administration and fundraising versus programs

Most recent annual report

Most recent financial statements

Details of key executives, details of the management and executive team

Details of board members and governance

0% 20% 40% 60% 80% 100%

56%

31%

15%

13%

9%

9%

32%

36%

25%

23%

21%

18%

7%

19%

27%

28%

29%

29%

2%

8%

17%

19%

22%

24%

3%

7%

16%

17%

18%

20%

Q. How important is it that the following information is available on your organi-

sation's website?

Extremely important Very important Somewhat importantSlightly important Not at all important

NET CULTURE SCORE

Q. On a scale from 0-10, how likely is it that you would recommend your organisation as a place to work to a friend or contact?

QUALITAT IVE INS IGHTS

FOCUS GROUPS

• 6 x Focus Groups in Sydney and Melbourne• Participants had given to a charitable organisation in the past 6 months

Aged 19-26 years

Aged 27-40 years

Aged 41-60 years

EXPERT INTERVIEWS

• 14 x 15-20min phone interviews• Experts were involved in the Not for Profit Sector• Expert Roles included

Chief Executive Officer’sGeneral Manager of Sector EngagementExecutive Manager of Marketing and Fundraising

Expert Insights

BLOCKERS & ENABLERS TO CHARITABLE G IV ING

BLOCKERS & ENABLERS

Oversaturation of charitiesDoubting how much gets through

Already give to people in needRole of government funding

Personal connectionShow impact of individual gift

Stories of change/impactFrontline participation

Donation requests intrusiveRising costs, variable income

Set amounts/ongoing contractsComplex giving process

Tech-enabled communicationsValues alignment‘One-click’ giving

Micro-giving, small steps

DOUBTING HOW MUCH GETS THROUGH

Need for charities to communicate the amount and impact of donations.

I think a lot of them boil down to how much of my money is being used to do good stuff?

SET AMOUNTS/ONGOING CONTRACTS

Need to create flexible options for people to engage with and donate to organisations.

I was ready to give him money. And he would only take a monthly donation. I would have given him $100 but it was the inflexibility.

‘ONE-CLICK’ GIVING

Need to develop simple, efficient ways for people to donate to organisations.

It’s easy. If they have links through PayPal I am more likely to donate. So making it easy with two clicks…

FRONTLINE PARTICIPATION

Need for organisations to find opportunities for Australians to practically engage and partner with their organisation.

Young people want to raise funds in a way that is not a passive one-way transaction they want to get involved they want to do something; they want it to be based around an activity that excites them.

NEXT STEPS FOR CHARIT IES

Develop levels of engagement that allow people to engage with charitable organisations in an appropriate way to their age and stage of life.

MULTI-TIERED LEVELS OF ENGAGEMENT

Raise awareness about the charity instead of focussing only on monetary supports, offer options to help support the organisation in other ways…

COMMUNITY BUILDING

Develop ways for donors to feel a sense of community around their engagement with a charitable organisation.

Look at things like the fun run or colour run, people are getting involved for the community factor.

EFFECTIVE COMMUNICATION OF RESULTS

Need for charities to communicate the impact of donations.

Perhaps if they could tell you how they spend the money – see you got a bit of bang for your buck, can give you a good feeling, might make you give to the charity on a regular basis.

FUN & ENGAGING EXPERIENCES

Develop a fun and meaningful donation experience

Having events so you can link it with an experience. I think that is important. I tend to give more if I can link it with an experience.

INSIGHTS AND APPLICATIONS

QUOTE

“We make a living by what we get,

but we make a life by what we give”

-Norman MacEwan

INTRODUCTION

• To remain relevant, be aware of changes in the

marketplace.

• In the midst of this change, trust and relevance is

essential.

IN AUSTRALIA TODAY

We are living in times of increased

polarisation in Australia.

Societal gaps are emerging.

IN AUSTRALIA TODAY

Support is more readily directed to

organisations that:

• Cater to my self interest

• Reflect my world view

• Express interest in me as a supporter

THE SECTOR AT WORK

Every day, we need to be reminded that this

sector has 2 key customers:

• Beneficiaries (clients / partners)

• Supporters (donors / funders)

KEY ISSUES

What are 5 key issues that emerge

from the survey for organisations?

 

KEY ISSUES

1. Align governance, strategy and resources

2. Define position in market

3. Communicate your compelling proposition

4. Engage with community

5. Lead your community 

THANK YOU!

W W W . M C C R I N D L E . C O M . A U

W W W . A U S T R A L I A N C O M M U N I T I E S . C O M . A U