The Next Generation of American Giving Report: How Generations X, Y, Boomer and Matures give to non-profits

Dennis McCarthy

Director, Target Analytics -

division of Blackbaud

The 2013 Next Generation of American Giving Review

What will we learn today

• Review the Next Generation of American Giving Report & Diversity in Giving report(to be released soon)

• What’s the fuss about Millenials.

• The truth about who gives and why.

The Next Gen 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 (b. 1946-1964)

Matures age 68+ (b. 1945 or earlier

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 PAC Board of Directors)

• What’s the role of email, social media, Peer to Peer,

crowdfunding and direct mail for each generation

Americans’ Generosity Increases With Age

59% Give39.5M donors

$732 yr/avg

3.9 charities

$28.9 B/yr

60% Give32.8M donors

$481 yr/avg

3.3 charities

$15.8 B/yr

Gen X

Gen Y

Boomers

72% Give51.0M donors

$1212 yr/avg

4.5 charities

$61.9 B/yr

Matures

88% Give27.1M donors

$1367 yr/avg

6.2 charities

$37.0 B/yr

The Significance of Boomers to your

organization

Gen Y11%

Gen X20%

Boomers43%

Matures26%

Generations Contribution to Total Giving(% of total dollars)

Omni-channel is the new norm for all non-profitsWhich 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%

What’s the future of Direct Mail

66%

53%

10%

64%

58%

22%

61%

61%

40%

56%

64%

52%

Mail from a charityis very or smwt

acceptable

Mail is importantway for charity to

stay in touch

Gave a donationin response to a

mail appeal in thelast 2 yrs

Gen Y Gen X Boomers Matures

Generational GivingAgain 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

Gen1901-1924 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/

UnknownN/A 5.08% 5.31% 5.79% 4.63% 8.98% 5.98 19.83

Who Is Connecting Online?

86%

78%

74%

58%

Gen Y Gen X Boomers Matures

engage with charities online

What Inspires Online Giving?

80%

47%

77%

40%

60%

42%

52%

27%

Visiting website isimportant way to stay in

touch with charity

Made a donation throughorg's website in last 2 years

72%

12%

66%

12%

60%

16%

60%

17%

Receiving email isimportant way to stay in

touch with charity

Responded to email appealwith a donation in last 2

years*

Website E-mail

Does Money Matter Most?

8686%

engage with charities online

How do you feel you can make the biggest difference?

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%

Y

X

B

M

Donate money

25%

Donate money

36%

Donate money

45%

Donate money

48%

Spreading the Word

Comfort-level Sharing Info about Charities Support

8686%

engage with charities online

Gen Y65% very comfortable telling

others

Gen X56% very comfortable

telling others

Boomers45% very comfortable

Matures47% very comfortable

How Social Are Donors?

8686%

engage with charities online

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 XThink OK to post on social networking site and ask for donation

20% Boomers6% Matures

8686%

engage with charities online

8686%

engage with charities online

8686%

engage with charities online

October 22-24, 2014 Annual Conference, Scottsdale, Arizona

8686%

engage with charities online

Crowdfunding: Amanda Palmer, DIY, platforms

8686%

engage with charities online

Who Gets the Money?

All causes give to% giving to cause

Priority causewould continue to give if had only

half as much money to give

Average 3.6 causes Average 2.3 causes

Other

organizations

97%

Local

social

services

44%

Place of

worship

41%

Other

organizations

84%

Local

social

services

31%

Place of

worship

36%

% Give%

Priority Give

Local social service

44% 31%

Place of worship 41% 36%

Health charities 39% 21%

Children’s charities

34% 25%

Education 29% 16%

Emergency relief 27% 14%

Animal rescue/ protection

25% 17%

Troops/veterans 23% 13%

Top Causes

#nextgengiving

Future Giving is Status Quo

22

15%

52%

21%

16%

54%

18%

14%

63%

10%

13%

64%

10%%

anticipate

an

increase in

$ amount

%

anticipate

no change

%

anticipate a

decrease

+6 +2 -4 -3Net(increase – decrease)

#nextgengiving

8686%

engage with charities online

Now let’s spend a few minutes with the

Millennials

Now let’s take a peek

Diversity in Giving Study.

October 22-24, 2014 Annual Conference, Scottsdale, Arizona

The Diversity in Giving Report Methodology

Online survey of 1,014 US Donors and was offered in English and Spanish.

Adults 18+ who report donating to a charitable cause in the last 12 months (including school, place of worship, union)

Conducted in October, 2014

Follow CASRO/industry best practices

Data is self-reported, not transactional

Gen Y

So what did we learn…

Gen Y

Giving is not related to....

o Age

o Gender

o Ethnicity

o Race

o Time you’ve lived in this country

o Education

Gen Y

Giving is related to....

Two factors:

• Income

• Connection to their faith and house of worship

Gen Y

What are your takeaways....

o Peer to Peer works though its mature

o Explore DIY if permissible

o Direct mail is not dead (yet)

o Donors want authenticity and impact

o Know your members (age, disposable income, inclination to give, target gift range)

o Income drives the size of gifts

o Faith drives giving – North Dakota & Mississippi

Gen Y

Thank you for your time

Gen Y